چکیده:
Problem statement: Museums are among the most valuable places in the world. Tehran
has rich historical, cultural, scientific, entertainment and tourism museums. Determining
the visual identity strategy of museums is the responsibility of graphic designers. Using
communication and advertising tools, the graphic design of museums is done by displaying
visual information in the forms of visual identity design and environmental graphic design.
The research in this field has mostly focused on the area of museum marketing and the
study of environmental graphics. Studying the brand strategy in the visual identity of
museums, this research analyzed the data gathered from several samples of the study in
Tehran and around the world.
Research objective: is to study those samples qualitatively and help develop strategic
solutions in graphic design for cultural and touristic places such as museums in Tehran. The
current research attempted to answer the following questions: What are the characteristics
of the visual identity in Tehran museums from the graphic design perspective? And what
strategies have Tehran museums applied for their visual identity?
Research method: This study used library and documentary sources and employed the
descriptive-analytical method to comparatively study the examples of visual identity in
Tehran museums.
Conclusion: In designing its visual identity, Tehran museums have used the following
strategies: using the main brand name, using the image of the museum building, using
typography in the design of the museum logo, distinguishing and adhering to the principles
of service design, the national approach, and being inspired by tradition. Also, from the
graphic design point of view, Tehran museums have followed the logo guide rules and have
used unique typefaces and briefcases for the visual identity of their brand.
This research shows the importance of formulating, planning, and implementing a
comprehensive strategy toward the integration of visual identity design in Tehran
museums.