antimuseum

File Under: Branding, Digital, Print.

The antimuseum, a fictional museum created by a group of curatorial practice graduate students, celebrates graffiti and other forms of street art in its native environment. The museum explores the meaning and practice of these art forms within communities by encouraging a dialogue between practitioners and audience members on tours of our cities. I created the branding for the project and proposed the idea of the antimuseum application, which would operate as a guide through and curator of the “exhibits.” The app has many features such as maps, an augmented reality filled with curatorial information about the pieces, and photos of street art that no longer exists.

antimuseum sticker on graffiti
anti-logo

Formal Logotype

The formal logotype addresses the tension between the graffiti and street art vernacular and the contemporary aesthetic of museums. Type family FF DIN, designed by Albert-Jan Pool, 1995, inspired by the technical German Institute for Standardization font family DIN 1451. This sans-serif typeface is used for the digital aspects of the museum along with official campaign materials and official documents.

The logo appears on in-the-wild signage and guerrilla campaigns. The A tag can be reproduced by street artists themselves, to allow their own personal additions to the museum. Stickers will also be readily available to allow the public to do the same.

The DIN logo will appear on all business and presentation materials, while the tag stickers will be affixed to graffiti specimens in the streets.

antimuseum bomb it advertisements

Advertising

The advertising attempts to not only speak in the vernacular and visual vocabulary of the street artist, but also serve as an invitation for the writers to participate in the creation of the ads themselves by defacing them.

Application

The antimuseum application, along with its web component will operate as a guide through and curator of the “exhibits.” The app has many features such as maps, curatorial information about the pieces, and even photos of street art that no longer exists.

app screen directory

As with any museum, the antimuseum has a directory of all the pieces that are archived by the museum. The directory feature of the app serves as an alternative to the map function in a list format.

app screen time machine

Because the legitimacy of street art is denied, attempts to cover it up, white-wash, or remove it are constantly a threat. The time machine portion of the app tries to circumvent that issue by creating a log of street art at museum locations.

app screen map

The map feature allows users to locate artworks and see preliminary curatorial information about those works.

app screen add page

Street art belongs to the community, as does the antimuseum. The application allows for the public to participate in the curation process with the add feature by adding new material to the catalogue or by updating pieces for the time machine function.

app augmented reality

Augmented Reality

The app will use the phone or tablet’s camera and geolocation services and provide the curatorial text one would normally find in a museum, on screen.

antimuseum clothes

Gift Shop

The gift shop will employ local graffiti writers and artists to deface t-shirts and other merchandise for visitors to buy. Graffiti has its roots in depression era America. Hobos, many of whom were sign-painters, traveled by boxcar. They would tag their names on the freights they were using to go from one city to another. The tagging of railroad cars became a tradition and a significant part of the graffiti culture in places like New York and Philly. This tradition continues today. The antimuseum attempts to integrate this cultural tradition by having a “regular pop-up” gift shop for the museum housed in a mobile boxcar on a truck.

antimuseum gift shop