Les Merveilles de la Mer (rebranding proposal)

Unrealized rebranding proposal for Les Merveilles de la Mer (The Wonders of the Sea), a maritime museum in Beirut, Lebanon that displays a vast range of aquatic animals, historical diving and sailing equipment.

The logotype is set in Minérale by 205TF. Seen from a distance, the breaks in the typeface make the logo look distorted by refracting light and the letters seem to be immersed in the sea, setting an underwater feel. This impression is reinforced by the use Kanit by Cadson Demak, a typeface with support for Thai and Latin scripts. The organic curves in the font mirror a seahorse’s tail or an undulating seaweed.

The museum’s signage is based on Minérale’s extensive glyph set. Several shapes have been used to create symbols that allude to the gallery’s contents: the diamond shape – a grain of salt – indicates the saltwater aquariums; the semicircles point to the invertebrate display.

A template has been created for the temporary exhibition’s posters. Each would have its title set in a typeface matching its theme. For instance, the eerie blackletter Respira Black (slighty modified) by Sharp Type introduces the collection of immortal and deadly jellyfish, whereas the organic stencil Saint George by Triple Double Type is used to promote coral reef aquariums. Rasmus by New Letters appears for an exhibition about poisonous fish.

It is worth mentioning that red and yellow are rare in the palette as these colors are invisible in deep waters.