Jargon Boy Studio proposes hip brand identity for The Fairfield Museum And History Center Shop’s new
“Design Collection”. The collection would feature local and national artists from around the country.
Creative Director Greg Chinn proposed to Fairfield Museum Director of Operations Laura Roberts and Store Manager Kathy Hamilton a new brand identity for a Design Collection to be sold in the museum shop. A new logo/logotype, color palette, patterns, advertising and branded merchandise ideas was created. The goal for the new system was to establish the shop’s own private label presence and extend the overall exposure of the museum itself in the community.
The creation of the Fairfield Museum Shop Design Collection identity relied on the additive/subtractive process that Creative Director Greg Chinn uses on all projects. The Fairfield Museum logo was referenced to retain the brand equity it had, while also adding some modern visual cues to the new Design Collection identity system. The Fairfield Museum logo was originally created in Garamond typeface and had 4 diamonds which comprised the logo. Jargon Boy’s Greg Chinn started with these visual elements and added a sans-serif typeface and an updated color palette, subtracted 3 diamonds while also staggering the logotype. The sans-serif font was used to contrast with the Garamond font, showing the blend of historic with modern. This contrasting blend would continue to be reinforced in the products chosen and in all printed/promotional materials produced. In the evolution of the mark, ultimately the F | M logotype would be stand alone with instant recognition as being the Fairfield Museum Shop label. Examples were given of how the color palette works with recommended graphic elements and patterns. The result would be increased awareness of the shop’s private label and a blueprint for creating the store’s own branded merchandise.