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Gerald Husni

BFA in Graphics — Graphic Design

Petersen Automotive Museum

The Petersen Automotive Museum, located on Wilshire Boulevard in Los Angeles, is a cultural hub for car enthusiasts and tourists, offering a wide range of exhibits that explore the history, art, and technology of the automotive world. With its iconic new architecture gaining widespread attention, the museum needed a refreshed identity that not only reflects this striking design but also aligns with its role as a modern, dynamic destination for automotive culture.
The core inspiration for the visual system comes from multiple elements that reflect movement and connection: The engine belt, which connects and drives various parts of a car, symbolizes the museum’s role in connecting visitors to the rich history and innovation in automotive culture. The twists and turns of a race track and LA’s winding roads, such as Mulholland Drive, evoke the excitement of driving and the city's unique landscape. The museum’s steel ribbons, an iconic architectural feature, serve as a visual metaphor for fluidity and motion, which is echoed in the logo’s form and typography.
The museum attracts a diverse audience, from passionate car lovers to casual tourists, families, and individuals of all ages. The messaging and design were crafted to communicate the museum’s inclusivity and vast collection, ensuring that the brand feels approachable to all. The identity system reflects the diverse interests and cultural experiences that the museum offers, making it a welcoming destination for everyone.
The map for the museum is in a double gate fold format that opens to reveal a poster. The poster showcases the rare cars that can be found at The Vault and would change monthly. This is to encourage visitors to keep these as collectibles and come back for more.