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.
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.
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.
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.
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.