Chinese-American Museum
art direction            branding            rebranding




AboutThe Chinese American Museum in Los Angeles, California is dedicated to preserving Chinese-American heritage, culture, and history through quality exhibitions, educational programs, and cultural events.

The goal of this project is to develop a new brand identity that modernizes the museum, while preserving its cultural history.

 Chinese-American Museum






The final logo uses the silhouette of a Chinese latern. The lantern holds significant symbolism in the context of Guidance and Illumination; a light in darkness and the illumination of one’s path in life. It is also associated with Festivity and Celebration.

Just as a window offers a view of the external world, a museum of culture and history is a bridge between the past and the present, connecting ones heritage to who they are today.





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