Textile Museum of Canada Concept

Personal • Brand Identity • 2012

The Textile Museum of Canada (TMC) is a small non-profit museum located in Toronto, ON that exhibits international and local decorative textiles. Their current logo lacked ingenuity, so revamping it into a more memorable visual form seemed appropriate. To build further on the identity, a branding guideline document was developed, covering not only the usual aspects of the brand (the logotype, typography, colours, etc) but also the vast amount of marketing collateral and merchandise possibilities surrounding the institution.


Hand-lettering • Branding • Art Direction

Logo Rebrand

At first glance, the original logo follows the usual formula of a typical museum logo: generic, sans serif font with a simple shape. But upon visiting the institution itself, the logo seemed to fail at encapsulating the vibrance and essence of all the artifacts displayed in the museum. So for the logo rebrand, a more hands-on approach was used, similar in ideology to how the specimens at the museum were made. Drawing inspiration from the ornate typography often found in embroidery, the concept for the new identity is created with hand-drawn cursive type. Script lettering seemed ideal as it had a more humanistic aesthetic to it, differentiating itself from the usual "generic sans serif" or the "pretentious high cultured" feeling one might get from classical serifed museum logos.


The idea behind the colour scheme is to let the exhibitions speak for themselves in terms of richness in colour and the culture(s) they represent. The institution itself is quite quaint, cozy, and hospitable, which this particular chosen set of colours reflect. This works as opposed to choosing bold bright colours. However, the brand is not completely archaic or vintage, as they make efforts to be "technologically-in-the-times", having developed an app and sending out monthly e-newsletters. That is why the teal is incorporated, since it contrasts the brown hues without looking too contemporary and out of place in the overall palette.


To ensure that the brand identity stands out in the branding system, classic obiquitous typefaces were chosen as a complementary element. Serifs were a preference due to the more vintage/quaint impression that the institution has. Hierarchy is established through the use of small caps (shown with Adobe Garamond Pro) for bigger headings.