We have developed a new visual identity and opening campaign for CAM – Centro de Arte Moderna Gulbenkian in Lisbon, centering around a bespoke new logotype that echoes the thinking behind CAM’s dynamic programme and Kengo Kuma’s new architectural intervention.
Our new identity for CAM coincides with the re-opening of the museum and celebrates the new building, expanding across a full scheme that includes printed and digital communications, a website refresh, merchandise, launch campaign, and exhibition graphics.
The letter A within the CAM logotype echoes the curved, canopy-like forms of the new building, which is inspired by the concept of ‘engawa’ – an architectural principle typical in Japanese buildings that connects interior and exterior spaces, capturing the essence of connection between the museum and its gardens, as well as between the institution and the broader city. This concept is amplified through CAM's campaigns which further link the building, landscape and the city of Lisbon through dynamic and animated graphics.
The flexibility of the graphic scheme is evident across the museum’s new printed and digital communications, where large letter forms are superimposed over smaller text and combined with a bright colour palette, imbuing CAM’s visual identity with a sense of liveliness.
The design reinvigorates the 1983 structure by British architect Leslie Martin, expanding and brightening it while re-integrating the building into its surrounding landscape and urban context.
Photography: Sanda Vučković.
Campaign Photo: © Fernando Guerra, Embaixador Canon.
