George Eastman Museum

The historic George Eastman House is home to more than just the relics of a great man. The adjacent building serves as the International Museum of Film and Photography with the largest collection of related archives.
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Challenge:

Because of Eastman’s history in the area and the mansion that resides in the center of Rochester, NY, the local stigma is that it is a historic residence. The details of this project were a multiple page document that went deep into the history and current brand positioning of the organization.

Direction:

Easily recognizable in an international market / Core values are photography and philanthropy / Timeless, sophisticated, versatile and austere / Compete with other international museums / Nod to photography and film without depicting them / Allow for growth / Show history and progression

Solution:

The customized type solution has a base in Mrs. Eaves and Futura. The black box frames the logotype just as a photo would be or a film by the screen it is playing on. The aspect ratio is that of the first motion pictures and is fractions of an inch from a typical 8 x 10 photography print. The juxtaposition of the serif font for his name and sans serif font for museum not only creates and interesting visual complement but pays homage to the history of the man’s legend while welcoming the growth of organization’s future.