Overview:
Quang San Art Museum (QSAM), the first and largest private art museum in Ho Chi Minh City, reimagines its visual identity with a brand-new design system created by M — N Associates. The museum, which houses over 1,600 artworks spanning early Indochine masters to contemporary voices, commissioned a visual identity rooted in purpose, heritage, and poetic restraint.
Creative Concept: “Layers of Contemplation”
Inspired by a painting’s composition canvas, brushwork, and framing the identity is built on the notion that every element is part of a broader rhythm of intention and silence. The design reflects the layered dialogue between historical heritage, architectural structure, and contemporary expression.
Key Visual Elements:
• A custom sans-serif typeface, influenced by the museum’s architectural rhythm and crafted with modularity and expressiveness.
• The QSAM logo transforms the letter “A” into a framing device—an abstract square evoking both canvas and structure. This symbol serves as a dynamic portal that can be activated with textures, artworks, or context-specific imagery.
• The layout approach, including hanging indent typography, echoes architectural verticality and creates a contemplative reading experience.
Application & Impact:
The new identity spans signage, editorial systems, environmental graphics, and digital interfaces. On all touchpoints from soft, mobile-friendly navigation to thoughtfully layered print and spatial implementations the system delivers coherence, calm, and a living sense of cultural continuity.
The new design opens up a future-forward identity for QSAM subtle, poetic, and rooted in Vietnamese visual tradition, yet relevant to contemporary global audiences.
CREDIT
- Agency/Creative: M — N Associates
- Article Title: M — N Associates Unveils a Layered and Future Focused Identity for Quang San Art Museum
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: TP HCM
- Market Region: Asia, Global
- Project Deliverables: Advertising Photography, Animation, App Design, Art, Art Direction, Brand Architecture, Brand Creation, Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Mark, Brand Naming, Brand Redesign, Brand Refinement, Brand Rejuvenation, Brand Strategy, Brand Tone of Voice, Brand World, Branding, Creative Direction, Environmental Graphics, Graphic Design, Icon Design, Motion Graphics, Photography, Rebranding, Type Design, Typography, User Experience, Web Design
- Industry: Hospitality
- Keywords: quang san, museum, rebrand, m-n associates, vietnam, branding
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Credits:
Design Firm: M — N Associates
Portfolio Photography: Wing Chan
Cinematographer: Lâm Uy Huỳnh
