TMOFA

OBJECTIVE

Cultural institutions must balance local identity with global reach without reducing the complexity of either into something easier to manage. This project explores how design can hold both with honesty and specificity, resisting the tendency to smooth over difference in the name of accessibility. The goal is to create a visual system for the National Taiwan Museum of Fine Arts that reflects genuine cultural rootedness while remaining legible across international contexts. The identity must work across two languages, multiple audience types, and a range of physical and digital surfaces without flattening what makes the institution distinct.

Approach

The TMOFA identity system moves between local reference and global flexibility, with form and typography drawing from cultural context while allowing variation across different applications and scales. Bilingual hierarchy, modular scaling, and environmental wayfinding emerge from the cultural tension rather than being imposed on top of it. The design avoids simplifying difference, instead building a layered and responsive visual language. Yi Yi (2000) understands this condition: identity held across different perspectives, where the same space and the same silence mean something different to everyone present, and the design makes room for all of it.

project type

Branding

year

2023

keywords

brand positioning, identity design, digital, visual system