Muscari is a Franco-Armenian association that has been contributing since 2016 to the promotion of French and Armenian cultures, in particular the famous Gumri ceramics. It helps the development of education in these two countries and contributes to a better knowledge of their people, their culture through various cultural events. Muscari’s vocation is to support artisanal, artistic and cultural projects that promote Armenian expertise to spread them throughout the world.
In a deleterious and destructive geopolitical context, Muscari, whose name is inspired by a small and very resistant blue-outremer flower, has chosen art and culture as a means of resilience.
Its statement evolves between two founding values : the transmission of secular cultures and solidarity, by committing itself to projects that bring hope and a future of the armenian country.
Halley&Co’s studio have been in charge of creating the global brand identity to help Muscari communicating via its digital and physical touchpoints. The graphic statement we decided to affirme was to bring the blue muscari flower the main color of Muscari organization. A very identical and vibrant blue that symbolises the arrival of brighter days and give a strong recognizable presence to the association. Using it in flat colour scheme, we warmed in up with nuances of grey blue Celadon, Cobalt and Grège and some orange Poterie to contrast the colour range and pay tribute to the ceramic’s color.
We based the graphic identity on a modest logo, representing a flower, solidly anchored and hopeful, on which we can rely on.
Using contemporary typography (Sometimes Times Beta by Boulevard Lab Foundry and Raisonné by Colophon Foundry) that evokes culture and know-how.
We also opted for a contrasting artistic direction, choosing strong images, which oscillates between tradition and ultra-contemporaneity, with a mix of colors and black and white.