INTERBRAND CANADA BRINGS THE MYSEUM OF TORONTO TO LIFE
Digital design connects the past, present and future of Toronto
TORONTO, ON (May 12, 2015) – Interbrand, the world’s leading brand consultancy, announced a long-awaited museum concept for Toronto, the Myseum of Toronto. A celebration of Toronto’s communities, cultures, urban and natural spaces, the Myseum of Toronto illuminates Toronto’s history, honours its diversity and helps shape the city’s future by creating opportunities to connect all Torontonians.
Interbrand Canada was instrumental in shaping the identity of the project, from early in the process. Building off the brand idea to “connect Toronto’s past, present and future”, Interbrand developed the name and visual expression of the new brand to create a fresh identity that represents the innovative way the project is experienced. The Myseum of Toronto uses the city itself to engage people through public programs and exhibitions, as well as via on-line programming. The first version of the experience can be found at myseumoftoronto.com.
“Interbrand Canada understood our goal to make this a place to share stories and personal experiences, past, present and future,” said Karen Carter, Executive Director at the Myseum of Toronto. “The ‘My” in ‘Myseum’ is an innovate twist on the traditional idea of a museum, and the visual expression truly captures the idea of the Myseum – that it’s all around us – not just one place, It’s every place.”
The name, Myseum of Toronto, was developed to inspire citizens and invite them into the project as co-creators. As the exhibitions are built from personal stories and artifacts from Torontonians, highlighting “my” within the name was a key way to signify how citizens can interact with and co-create the Myseum, as well as instantly differentiate the experience from a more traditional museum.
As for design, thinking digital-first led Interbrand to an animated, circular logo that lives in a dynamic world. By emulating a clock with its ticking motion, the logo represents how time acts as the lens through which we access all Toronto has to offer at the Myseum, from the past through to the future. A simple black and white identity helps to keep the focus on the stories, artifacts and places that make Toronto what it is.
“We knew from the start that this was not your traditional museum,” said Carolyn Ray, Managing Director, Interbrand Canada. “With such an innovative vision to shift the traditional museum experience, our naming and creative teams needed to push the boundaries and deliver an inspiring brand that supports the ambition of Myseum’s founders and board of directors.”