The identity for the Museum of the Theory of Evolution was created at one of the student workshops, and then developed into a more complete project. “The Museum of the Theory of Evolution” is a museum that tells about the theories of the development of life on Earth, about evolution as an important process that accompanies everything around us. The museum can host lectures, exhibitions, and educational events on biological topics.
The design of the museum is based on the image of a phylogenetic tree, the so-called “evolutionary tree”. This is a schematic way of depicting the sequential development of living organisms, which reflects all forms of transformation. All life on Earth is part of a single phylogenetic tree, indicating a common origin. Charles Darwin created one of the first illustrations and greatly popularized the concept of an evolutionary “tree” in his seminal book, The Origin of Species. Evolutionary biologists still use tree diagrams to describe evolution, because such diagrams effectively convey the concept of splitting.
Because of the flexibility and uniformity of the graphics, when creating media, whether it is posters, tickets, banners or something else, you can use images of any kind – pictures, photos with or without a background. It is also convenient to enter any amount of information in this system: if you want, you can limit yourself to a few headings and contact information, or vice versa, add a description of the event in a whole paragraph. Contour frames are well suited for this. It should be noted that the text is located in them in an unexpected way, not as in real phylogenetic schemes, but in the gaps between the tree lines, forming a kind of cells.
The project presents options for using the style in merch on the example of badges, shoppers and t-shirts, as well as in paper printing – tickets, posters, exhibition catalog. There is also an option for placing navigation on the floors. Each part of the phylogenetic tree seems to be the next floor, which contains smaller “branches” – parts of the exhibition.
- Agency/Creative: Alexandra Pershina
- Article Title: Identity for Museum of the Theory of Evolution by Alexandra Pershina
- Organisation/Entity: Student, Published Self Promotional Design
- Project Type: Identity
- Agency/Creative Country: Russia
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Identity, Graphic Design, Research, Tone of Voice
- Industry: Education
- Keywords: Museum, Evolution, Biology, Science