The Centre Pompidou is one of the most important modern art museums in Paris. It was the first major example of a building exposing its structural system on the exterior. Not only because of its art collections and exhibits, but because of its “inside-out” architectural design, it is one of the most iconic buildings in Paris.

The redesign of its visual identity was inspired by the iconic staircase located on the front facade of the museum. By deconstructing its architecture, the logo became an abstraction of the center. Eventually the entire design system used this shape as a mask for potential applications. The shape masked current and permanent art pieces as well as interactive content on social media which would build up the entire design program for The Centre Pompidou.

The project maintains a youthful tone throughout the design to honor the museum’s art collections, atmosphere and architecture. Furthermore the color palette, patterns and textures were used to develop an engaging, fun and colorful branding project. It includes a series of promotional materials, a social media (instagram) strategy, branded products for the museum and way-showing applications. Part of the versatility of the design was meant to ensure that the logo could be used by itself, as a symbol, or a masking shape for dynamic applications. As so the entire design system is based on the abstraction of the museum’s architecture and became a graphic element for the branding all throughout its channels and promotional materials. The artwork used to promote exhibitions and art material are copyright and owned by respective artists.