Clients EMP, Industry Media and Entertainment, Expertise Brand Communications
Challenge
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.
Insight
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.
Solution
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.