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Brand Identity, Cultural Institution
The Petersen Automotive Museum, located on Wilshire Boulevard in Los Angeles, is a cultural hub for car enthusiasts and tourists, offering a wide range of exhibits that explore the history, art, and technology of the automotive world.
With its iconic new architecture gaining widespread attention, the museum needed a refreshed identity that not only reflects this striking design but also aligns with its role as a modern, dynamic destination for automotive culture.
The core inspiration for the visual system comes from multiple elements that reflect movement and connection:
The museum attracts a diverse audience, from passionate car lovers to casual tourists, families, and individuals of all ages. The messaging and design were crafted to communicate the museum’s inclusivity and vast collection, ensuring that the brand feels approachable to all. The identity system reflects the diverse interests and cultural experiences that the museum offers, making it a welcoming destination for everyone.
The map for the museum is in a double gate fold format that opens to reveal a poster. The poster showcases the rare cars that can be found at The Vault and would change monthly. This is to encourage visitors to keep these as collectibles and come back for more.
