Revolutionizing Museum Branding: LAXART's Transmedia Rebranding

Young Joo Tak's Innovative Approach to Museum Identity

Los Angeles is a melting pot of cultures and people, a fact that Young Joo Tak has brilliantly captured in his rebranding of the LAXART museum. The new logo, a vibrant and layered X-shaped design, symbolizes the intersection of diverse cultures in the city. This dynamic design can adapt to different surfaces and mediums, subtly shifting from print to web and other interactive environments, mirroring the ever-changing city it represents.

The concept behind the rebranding is rooted in transmedia design, a human-centered discipline that focuses on the design of a user's total experience. This approach requires designers to develop a broad range of skills to communicate through both traditional and emerging media seamlessly. Young Joo Tak's design for LAXART exemplifies this, creating a brand identity that interacts with the brand, adds value to the product, and keeps brand equity.

The new LAXART logo is not just a static image; it is a dynamic system flexible enough to fit into diverse contexts while remaining interesting. It can change into a 2D or 3D logo mark, become lines within a shape, be divided in half, or breathe like the excitement of LA in animation. This flexibility is a testament to Young Joo Tak's innovative approach to branding and his understanding of the unique opportunities and characteristics of different media types.

The rebranding of LAXART is not just about changing the museum's logo. It is about redefining the museum's identity and engaging the millennial generation. Young Joo Tak's design solutions experiment with a wide range of media, including print campaigns, product packaging, book and magazine layouts, interactive communication, website, media art, 3D graphics, virtual environments, and the creation of graphic identities and branded experiences.

The success of this rebranding project is evident in the recognition it has received. The design was awarded Platinum in A' Advertising, Marketing and Communication Design Award in 2014, a prestigious award that recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, contribute to societal wellbeing, and make the world a better place.

In conclusion, Young Joo Tak's transmedia rebranding of the LAXART museum is a testament to the power of innovative design. It not only gives the museum a new look but also redefines its identity, celebrates the diversity of Los Angeles, and engages a new generation of museum-goers. It is a shining example of how design can transform a brand and create a dynamic, engaging, and memorable experience for users.