Our proposal was largely inspired by tabletop games. On the board, we set up a variety of white tokens with rounded edges. Some of the tokens display geometric shapes that echo iconic game symbols and colours. Others display the museum’s French-language monogram: M, S, and J (Musée Suisse de Jeu). Using this base, the museum’s visual universe unfolds as a series of movable and interlinking tiles displaying the six different geometric shapes and letters.
The writing is now on the wall, and the possibilities for different combinations are endless. The token shapes can align horizontally and vertically, which means the letters, colours, and shapes can be arranged in any way – with no pre-determined rules. This playful approach offers an experience that’s always fresh, captivating, and immersive. It can be used for static channels like print and signage, and can also dynamically adapt to animated channels like the website, social media or digital signage. The ball is in the museum’s court to play with their logo and reinvent themselves over and over as they see fit.
To compliment this visual design, we chose a simple and highly readable typography (font Ease). Simultaneously contemporary and timeless, it boasts the look and feel of Helvetica with a bit more roundness, and as requested by the museum, it was of course designed by a Swiss type foundry (Studio Feixen).
