Centre Phi Exhibition

Centre Phi is a museum in Montreal, Canada. It features art from around the world for a limited time. It displays art of all kinds, but typically has exhibits featuring vr, ar and other new technologies. The name ‘phi’ is also the greek letter that represents the golden ratio. These two concepts have been included in the design of the logo. It uses the shape of the golden ratio, with its shape the logo represents an eye as the museum mainly has visual art and experiences.

Part of the goal was incorporating the new branding for the museum with a current exhibit showcased there. Mirages and Miracles is an exhibit that features inanimate objects interacting with real objects. These inanimate objects tend to be different types of particles flowing around and bouncing off reality. With these flowing particles in mind, it can be used as a strong representation of the exhibit without spoiling where there is to see inside.

Due to the nature of the Museum constantly changing exhibits, the branding needs to be flexible yet strong enough to be able to also support the current exhibit it is showcasing. This would be solved by developing a strong symbol that can stand on its own or can be simple enough to be harmonious with the identities and themes of the different exhibits it displays.