EMP commissioned FITCH to create an identity that would capture the vibrancy and innovation of American popular music as well as a visual language as progressive as the museum itself. Taking our cue from the fluid, dynamic nature of music, we created a “kinetic” identity that implies constant change and evolution.
Located adjacent to the Space Needle at Seattle Center, Experience Music Project (EMP) is a 110,000-square-foot museum that immerses the visitor in an interactive music experience. Designed by world-renowned architect Frank Gehry, the EMP building is a quirky original—its colorful, organic shapes capture the expansive and visceral essence of music.
Unlike most identities, which remain static, EMP’s identity provides several variations on a theme to evoke a visual rhythm and fluidity. By doing so, the EMP identity mirrors the myriad interpretations that music can evoke in a listener.