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The Hammer Museum is named after Armand Hammer but I still was interested in the definition of ‘hammer.’ This led me to a connection between a hammer as the thought and “that which affects change.”
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An important moment of discovery came while researching the origin of the name ‘hammer.’ The word refers to ‘a maker’ and this sparked a connection in my mind between the artist’s as makers and the museum as a maker.
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From my mind map, an important word of ‘duality’ came up when I was thinking about the inside and outside space of the museum.
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That led me to further ideate on the ways the museum represents duality. I also found the word nexus to be important, since the museum served as a platform for artists and ideas.
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My next step was to gather images that represented the two words to serve as formal inspiration when sketching logos.
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The courtyard itself, lined by wide arcades and terraces, is a rectangle broken into two off-center sections. This shape inspired my logo development.
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Round 1 of Logo sketches (digitized)
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Round 2 of Logo, adding in full lockup and color
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I created these shapes based on the shifting of the two words in the logo. This was where my graphic elements began to develop.
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Logo Development
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Logo Development
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Final Logo
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Final Logo