NTMOFA Brand Guidelines

Brand concept

顏 色 以 『 光 』 和『 影 』 的 元 素 去 找 尋 國 美 館 中 的 對 應 色 彩。 光， 是 天 然 石， 而 影， 是 泥 灰 牆， 以 這 倆 色 作為我們的標準色，低純度的色調，讓人在粗狂中感受到純粹的寧靜。

Color uses the elements of "light" and "shadow" to find the corresponding colors in N TMOFA . L ight i s a na t ura l stone, a nd sha dow i s a pla ster wa ll.

PUBLISHED JUNE 2021

DESIGN BY TEAM 11

CONTACT

Phone & Online

Address

04 2372 3552 artnet@art.ntmofa.gov.tw

No. 2, Sec. 1, Wuquan W. Rd., West Dist., Taichung City

Brand Guidelines

https://www.ntmofa.gov.tw/

CONTENTS

3

Brand Concept

02

Logo Specifications

03

Logo & Standard word

04

Brand Color

05

Iconography Design

06

Application Design

07

Packaging Design

National Taiwan Museum of Fine Arts

01

01

Brand Concept

5

The building of the NTMOFA is huge but not strong. The movement lines inside and outside the museum cleverly transform "buildings, people, and nature" into various encounters and experiences of space. The outer window can feel the change of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space. Color uses the elements of "light" and "shadow" to find the corresponding colors in Gome's light. Light is a natural stone, and shadow is a plaster wall.

National Taiwan Museum of Fine Arts

Brand concept

國 美 館 的 建 築 是 龐 大 卻 不 強 烈 ， 館 內 及 館 外 的 動 線 巧 妙 的 將 「 建 築 、 人、 自 然 」 轉 換 成 空 間 的 種 種 相 遇 和 體 驗 。 外 窗 隨 著 時 間 的 推 移 能 感 受 光 陰 間 的 變 化 ， 增 添 了 建 築 物 的 立 體 感。 將「 外 窗 」 作 為 我 們 的 標 誌 ， 讓 人們感受光影交織的繽紛和空間的透視感。

T h e b u i l d i n g o f t h e N T MOFA i s hu g e b u t n o t s t r o n g . T h e m o v e m e nt l i n e s i n s i d e a n d o u t s i d e the museum cleverly transfor m "building s , people, and nature" into var ious encounters and ex per iences of spa c e. T he outer wi ndow c a n feel t he cha nge of t i me over time, a dding to the th reed i men s ion a l s en s e of t he bu i ld i n g . Ta k i n g t he " out s ide w i ndow " a s ou r lo g o , let p e o ple fe el t he c olor f u l i nter weavi ng of light a nd sha dow a nd t he perspect ive of sp a ce.

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N T M O FA R E BR A N DI N G DE S IGN

BR A N DI N G GU I DE L I N E S

Brand concept

顏 色 以 『 光 』 和『 影 』 的 元 素 去 找 尋 國 美 館 中 的 對 應 色 彩。 光， 是 天 然 石， 而 影， 是 泥 灰 牆， 以 這 倆 色 作為我們的標準色，低純度的色調，讓人在粗狂中感受到純粹的寧靜。

Color uses the elements of "light" and "shadow" to find the corresponding colors in N TMOFA . L ight i s a na t ura l stone, a nd sha dow i s a pla ster wa ll.

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02

Logo Specifications

9

The building of the NTMOFA is huge but not strong. The movement lines inside and outside the museum cleverly transform "buildings, people, and nature" into various encounters and experiences of space. The outer window can feel the change of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space. Color uses the elements of "light" and "shadow" to find the corresponding colors in Gome's light. Light is a natural stone, and shadow is a plaster wall.

National Taiwan Museum of Fine Arts

Logo arrgngement

標誌與標準字之組合使用應視設計需求而定，但是任何情況下均不得任意更動標誌與標準字之比例、組合間之距離、位置等關係， 以免形成不佳之視覺效果。依實際需求之大小作等比縮放時，放大使用無極大限制 ; 但基本組合高度低於最小組合規範，即有模 糊不明之虞，故為保持最佳視覺效果，縮小時不可小於最小使用規範。

The combination of the logo and the standard characters should be determined according to the design requirements, but the ratio of the logo and the standard characters, the distance between the combinations, the position, etc., should not be changed arbitrarily under any circumstances, so as to avoid poor visual effects. When zooming in proportion to the actual size, there is no limit to the use of zooming; but the basic combination height is lower than the minimum combination specification, that is, there is a risk of ambiguity, so in order to maintain the best visual effect, the zoom should not be less than the minimum use specification.

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BR A N DI N G GU I DE L I N E S

商標周邊需要保留一定的淨空區域，才能保證商標在每次出現時，都保有一定的辨識度，不至於被其他因素或元件干擾而影響品牌商標的獨

Clear space

特性。淨空範圍的尺寸為 logo 長邊之長度的四分之一至八分之一。

A certain clearance area needs to be kept around the trademark to ensure that the trademark has a certain degree of recognition every time it appears, and will not be interfered by other factors or components to affect the uniqueness of the brand trademark.The size of the headroom range is onequarter to one-eighth of the length of the long side of the logo.

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N T M O FA R E BR A N DI N G DE S IGN

03

Logo & Standard word

13

The building of the NTMOFA is huge but not strong. The movement lines inside and outside the museum cleverly transform "buildings, people, and nature" into various encounters and experiences of space. The outer window can feel the change of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space. Color uses the elements of "light" and "shadow" to find the corresponding colors in Gome's light. Light is a natural stone, and shadow is a plaster wall.

National Taiwan Museum of Fine Arts

國美館的外窗隨著時間推移能感受光陰間的變化，增添了建築物的立體感。將「外窗」作為我們的標誌，讓人們感受光影交

Logo

織的繽紛和空間的透視感。

The exterior windows of the NTMOFA can feel the changes of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space.

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BR A N DI N G GU I DE L I N E S

Logo

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N T M O FA R E BR A N DI N G DE S IGN

Standard word

使用字體設定為品牌識別使用，適用於印刷品、文件、製作物、網頁等用途上的字體樣式規範，目的在於應用於任何地方都應考

慮到字體表現的一致性，嚴禁任意使用不同或差異極大的字體，應用時，可能因縮小而出現模糊的情況，為了確保字體的完整性， 中文字級大小使用時不可小於 8pt，英文字級大小使用時不可小於 8pt，以免造成閱讀上的困難。

The use of fonts is used for brand identification. It is applicable to font style specifications for prints, documents, productions, web pages and other purposes. The purpose is to apply consistency to the performance of fonts everywhere. Any use of different or extremely different fonts is strictly prohibited. Fonts, when applied, may appear blurred due to shrinking. To ensure the integrity of the font, the size of Chinese characters should not be less than 8pt when used, and the size of English characters should not be less than 8pt, so as to avoid reading difficulties.

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Standard word

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04

Brand Color

19

The building of the NTMOFA is huge but not strong. The movement lines inside and outside the museum cleverly transform "buildings, people, and nature" into various encounters and experiences of space. The outer window can feel the change of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space. Color uses the elements of "light" and "shadow" to find the corresponding colors in Gome's light. Light is a natural stone, and shadow is a plaster wall.

National Taiwan Museum of Fine Arts

品牌應遵照制定出的形象來經營，其中一個環節 - 標準色，即是在第一線與消費者接觸最廣泛快速的部分，

Brand color

也是幫助辨識品牌很重要的形象元素。

Brands should operate in accordance with the developed image. One of the links-standard colors, is the most extensive and fast part of contact with consumers on the front line, and it is also an important image element to help identify the brand.

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Brand color

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05

Iconography Design

23

The building of the NTMOFA is huge but not strong. The movement lines inside and outside the museum cleverly transform "buildings, people, and nature" into various encounters and experiences of space. The outer window can feel the change of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space. Color uses the elements of "light" and "shadow" to find the corresponding colors in Gome's light. Light is a natural stone, and shadow is a plaster wall.

National Taiwan Museum of Fine Arts

識別符號運用與 Logo 一樣的繪製模式，遵循比例繪製出準確的符號，依照每個符號的複雜程度調整線條

Icon

粗細，使美感與識別度達到一個平衡。

The identification symbol uses the same drawing mode as the Logo, draws accurate symbols according to the proportions, and adjusts the line thickness according to the complexity of each symbol to achieve a balance between beauty and recognition.

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Icon

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Icon

Information Desk

Reading Room

301-302

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Nursery Room

Locker

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Restroom

N T M O FA R E BR A N DI N G DE S IGN

BR A N DI N G GU I DE L I N E S

Icon

103

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105

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107

108

109

102 101

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1F

101

106

102

107

103

108

104

109

101 Exhibition Room

102 Exhibition Room

1F Floor Plan

103 Exhibition Room

104 Exhibition Room

106 Exhibition Room

You Are Here

Nursery Room

Information Desk

Locker

AED

107 Exhibition Room Toilet

108 Exhibition Room

109 Exhibition Room

Accessible Toilet

Elevator

Gift Shop

105

105 Exhibition Room

BR A N DI N G GU I DE L I N E S

N T M O FA R E BR A N DI N G DE S IGN

Brand concept

國 美 館 的 建 築 是 龐 大 卻 不 強 烈 ， 館 內 及 館 外 的 動 線 巧 妙 的 將 「 建 築 、 人、 自 然 」 轉 換 成 空 間 的 種 種 相 遇 和 體 驗 。 外 窗 隨 著 時 間 的 推 移 能 感 受 光 陰 間 的 變 化 ， 增 添 了 建 築 物 的 立 體 感。 將「 外 窗 」 作 為 我 們 的 標 誌 ， 讓 人們感受光影交織的繽紛和空間的透視感。

T h e b u i l d i n g o f t h e N T MOFA i s hu g e b u t n o t s t r o n g . T h e m o v e m e nt l i n e s i n s i d e a n d o u t s i d e the museum cleverly transfor m "building s , people, and nature" into var ious encounters and ex per iences of spa c e. T he outer wi ndow c a n feel t he cha nge of t i me over time, a dding to the th reed i men s ion a l s en s e of t he bu i ld i n g . Ta k i n g t he " out s ide w i ndow " a s ou r lo g o , let p e o ple fe el t he c olor f u l i nter weavi ng of light a nd sha dow a nd t he perspect ive of sp a ce.

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Brand concept

顏 色 以 『 光 』 和『 影 』 的 元 素 去 找 尋 國 美 館 中 的 對 應 色 彩。 光， 是 天 然 石， 而 影， 是 泥 灰 牆， 以 這 倆 色 作為我們的標準色，低純度的色調，讓人在粗狂中感受到純粹的寧靜。

Color uses the elements of "light" and "shadow" to find the corresponding colors in N TMOFA . L ight i s a na t ura l stone, a nd sha dow i s a pla ster wa ll.

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06

Application Design

31

The building of the NTMOFA is huge but not strong. The movement lines inside and outside the museum cleverly transform "buildings, people, and nature" into various encounters and experiences of space. The outer window can feel the change of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space. Color uses the elements of "light" and "shadow" to find the corresponding colors in Gome's light. Light is a natural stone, and shadow is a plaster wall.

National Taiwan Museum of Fine Arts

Brand concept

國 美 館 的 建 築 是 龐 大 卻 不 強 烈 ， 館 內 及 館 外 的 動 線 巧 妙 的 將 「 建 築 、 人、 自 然 」 轉 換 成 空 間 的 種 種 相 遇 和 體 驗 。 外 窗 隨 著 時 間 的 推 移 能 感 受 光 陰 間 的 變 化 ， 增 添 了 建 築 物 的 立 體 感。 將「 外 窗 」 作 為 我 們 的 標 誌 ， 讓 人們感受光影交織的繽紛和空間的透視感。

T h e b u i l d i n g o f t h e N T MOFA i s hu g e b u t n o t s t r o n g . T h e m o v e m e nt l i n e s i n s i d e a n d o u t s i d e the museum cleverly transfor m "building s , people, and nature" into var ious encounters and ex per iences of spa c e. T he outer wi ndow c a n feel t he cha nge of t i me over time, a dding to the th reed i men s ion a l s en s e of t he bu i ld i n g . Ta k i n g t he " out s ide w i ndow " a s ou r lo g o , let p e o ple fe el t he c olor f u l i nter weavi ng of light a nd sha dow a nd t he perspect ive of sp a ce.

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Brand concept

顏 色 以 『 光 』 和『 影 』 的 元 素 去 找 尋 國 美 館 中 的 對 應 色 彩。 光， 是 天 然 石， 而 影， 是 泥 灰 牆， 以 這 倆 色 作為我們的標準色，低純度的色調，讓人在粗狂中感受到純粹的寧靜。

Color uses the elements of "light" and "shadow" to find the corresponding colors in N TMOFA . L ight i s a na t ura l stone, a nd sha dow i s a pla ster wa ll.

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Brand concept

國 美 館 的 建 築 是 龐 大 卻 不 強 烈 ， 館 內 及 館 外 的 動 線 巧 妙 的 將 「 建 築 、 人、 自 然 」 轉 換 成 空 間 的 種 種 相 遇 和 體 驗 。 外 窗 隨 著 時 間 的 推 移 能 感 受 光 陰 間 的 變 化 ， 增 添 了 建 築 物 的 立 體 感。 將「 外 窗 」 作 為 我 們 的 標 誌 ， 讓 人們感受光影交織的繽紛和空間的透視感。

T h e b u i l d i n g o f t h e N T MOFA i s hu g e b u t n o t s t r o n g . T h e m o v e m e nt l i n e s i n s i d e a n d o u t s i d e the museum cleverly transfor m "building s , people, and nature" into var ious encounters and ex per iences of spa c e. T he outer wi ndow c a n feel t he cha nge of t i me over time, a dding to the th reed i men s ion a l s en s e of t he bu i ld i n g . Ta k i n g t he " out s ide w i ndow " a s ou r lo g o , let p e o ple fe el t he c olor f u l i nter weavi ng of light a nd sha dow a nd t he perspect ive of sp a ce.

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2021 Museum in Your Eyes

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你想繪畫出怎樣的「窗景」？繪畫的靈感無所不在，只要你想，它就能成為你的「窗景」。可 能來自，某日的早餐；圍牆的貓咪，又或者是，書裡的情節；夢裡的怪獸。生活的感受就是靈 感的泉源。邀請大小朋友一同參與「你的窗景」這項活動，體驗藝術創作的樂趣，無需高超技 巧，只需拿筆開啟你的創作旅程。適合親子享樂、共學，展場內會提供蠟筆和紙張供前來的朋

友使用，繪畫完成後可投入投稿箱也可以自行帶回，投稿作品有機會能被張貼在作品佈告欄上， 給自己一個盡情揮灑藝術細胞的機會吧！報名日期為即日起至 110 年 6 月 23 日中午 12 點止。

What kind of "window scene" do you want to draw? There is no inspiration for painting, as long as you want to be away, it will become your "window scene." It may come from a breakfast on a certain day; a cat around a wall, or a plot in a book; a monster in a dream. The feeling of life is the source of inspiration. Invite friends of all sizes to participate in the activity of "Your Window Scenery" to experience the fun of artistic creation. It does not require superb skills.

It is very suitable for holding a pen to make your creative process interesting. It is suitable for parent-child fun and learning together. Crayons and paper will be provided in the exhibition for the buyer’s friends. After the painting is completed, you can collect the submission box or bring it back by yourself. Contributions have the opportunity to be posted on the bulletin board, giving yourself a novel to sway the art Cell opportunity now! The registration date is from now until 12:00 noon on June 23, 110.

Application design

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07

Packaging Design

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The building of the NTMOFA is huge but not strong. The movement lines inside and outside the museum cleverly transform "buildings, people, and nature" into various encounters and experiences of space. The outer window can feel the change of time over time, adding to the three-dimensional sense of the building. Taking the "outside window" as our logo, let people feel the colorful interweaving of light and shadow and the perspective of space. Color uses the elements of "light" and "shadow" to find the corresponding colors in Gome's light. Light is a natural stone, and shadow is a plaster wall.

National Taiwan Museum of Fine Arts

5 Standard Colors Crayon Rocks

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國美館的外觀以整片天然石片鋪上，加上戶外大片綠地，吸引許多民眾前往散步寫生，讓國美

館的館內與館外都充滿藝術氣息，因此我們取石頭不規則的形狀與紋路來做蠟筆的造型，顏色 取國美館外觀的天然石以及館外大片綠地作為混色蠟筆顏色，包裝裡結合枯山水的元素，讓蠟 筆也能當作展示紀念品，也讓來到美術館的每個人不只留下回憶也能把國美館帶回家。

The exterior of the NTMOFA is paved with a whole piece of natural stone, plus a large outdoor green space, attracting many people to take a walk and sketching, so that the interior and exterior of the NTMOFA are full of artistic atmosphere, so we take the irregular shapes and textures of the stones. To make the crayon shape, the color adopts the natural stone of the NTMOFA and the large green space outside the museum as the mixed color crayon color. The packaging combines the elements of the dry landscape, so that the crayon can also be used as a display souvenir, and everyone who comes to the museum will not only leave memories You can also take the NTMOFA home.

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Work assignment 工作分配

Creative concept 概念發想 PEI-RONG ZHANG / YUN-CHIH CHOU / CHI-SHUAN CHUANG Poster design 海報設計 PEI-RONG ZHANG / YUN-CHIH CHOU / CHI-SHUAN CHUANG Map design 地圖設計 CHI-SHUAN CHUANG Ticket design 門票設計 YUN-CHIH CHOU Icon design 識別符號設計 CHI-SHUAN CHUANG Book layout 書籍編排 YUN-CHIH CHOU Application design 應用物設計 PEI-RONG ZHANG / YUN-CHIH CHOU / CHI-SHUAN CHUANG

© 2 0 21 A L L R IG H T S R E S E RV E D .