The challenge was to create a flexible Polymorphic brand identity for a conceptual museum of contemporary art (Francis Museum of Modern Art)
Francis Museum of Modern Art
Francis Maloka is a wealthy businesswoman who has always had a love of art and the freedom and empowerment of expression. Growing up in Soweto in the 1970s and 80s she received a fantastic education in visual literacy from the struggle posters, album covers and magazines of the time. Her collection consists mainly of works by leading African artists like Yinka Shonibare, Athi-Patra Ruga, Kudzanai Chiurai, Nandipha Mntambo, Mary Sibande, Ernest Mancoba and Dumile Feni. She collected some international work as well by artists like Hank Willis-Thomas, Kerry James Marshall too.Maloka has decided to open her collection to the public in the form of a museum in the hopes of providing access to the expression art affords.
The art direction showcases her eclectic collecting style. Something that is is not static and prescriptive and that feels as contemporary as the art in her collection.
The FMMA Brand is divided into four departments of the museum, the
departments include the Traditional Art, Digital Art, Virtual Reality and
also the Mixed Media department.
