Graffiti Urban Art Museum
GUM is “museum” that is not. A celebration of street art through the creation of a new museum formula, distinct from traditional ones. A living space in constant transformation that doesn't distort the spontaneous nature of graffiti and gives writers the recognition they deserve. The common thread is "elegant chaos"—a modern, elegant, minimal space that is "soiled" and made unpredictable by the artists who inhabit it, thus maintaining the fundamental origins of graffiti which have always created chaos in cities. Here, writers paint inside the museum; they don't just exhibit pre-painted works.
This is a project I worked on extensively but unfortunately haven't been able to bring to light—at least for now. It is certainly a project too large for my own pockets and those of most potential sponsors; in fact, such a structure could cost millions to build and millions more each year to keep alive. However, I’m not turning off the light—if you are reading these lines and want to step forward as a sponsor, I am here! I decided to showcase it here, first of all, to not "waste" all the work done and to show the visual identity I designed for GUM, which is one of my favorites from my entire career.
Visual identity
GUM's visual identity is minimal and never the same. It is declined differently every time and is never repeated in the same way twice. It follows GUM's theme of elegant chaos, where a different and unpredictable variation is superimposed onto an institutional base. The GUM logo contains a circular area that incorporates infinite images and an intervention layer superimposed without any rules.
The name of the artist, exhibition, or event always takes precedence over the logo, which is nonetheless always displayed alongside it. For visual communication as well, the rule of elegant chaos applies: an institutional layer is always paired with a rule-free layer, sometimes entrusted to the artists themselves, who re-elaborate the GUM brand according to their own style and taste.
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