For an assignment, I was tasked with rebranding the American Classic Arcade Museum in Laconia New Hampshire. My goal was to update the museum’s brand identity in a way that made it more accessible to a modern audience.
To start my process, I conducted research of the museum as it is today. Through my research, I learned that ACAM is not a formal museum; it is a collection of refurbished classic arcade games from the 70s and 80s occupying a single floor of New Hampshire Fun Spot, a family-oriented arcade. Like other games and activities in the building, these retro games are still operating and playable, catering to the middle-aged men and women that ahd been kids back when these games were popular. I decided to rebrand the museum to be oriented towards a more contemporary audience, renaming it the “R-CADE,” to emphasize the playability of the games featured and to emphasize the retro feel of the museum as opposed to the historical accuracy it tries to convey now.
To begin the design process, I created a mind map, thinking of all the things that related to arcades, the 70s and 80s, and gameplay.
I then expanded my thinking into five categories: images, abstract ideas, actions, words, and material qualities.
After refining my idea of what I wanted to convey through my identity system, I started creating logo sketches. I wanted to emphasize the letter “R” in my logo in order to highlight the associate my museum with the retro 80s arcade theme.
With feedback from others, I narrowed my logo options to two possibilities. Option A referenced the blocky, 8-bit visuals of these arcade games while Option B focused on the basic elements of play associated with these games. I chose to go with option B as the logo itself lended to a more unique and defined identity system than option A. The colors also better evoked a sense of the 80s than the limited yellow-and-black palette of system A.
I then expanded my chosen identity system, applying it to various collateral needed for a museum. As part of my identity system, I created a custom typeface mimicking the visual language of the logo, incorporating it in design of the brand collateral and martketing materials.