The Museum of West African Art (MOWAA) has undergone a significant rebrand to position itself as the “cultural capital of West Africa.” It now showcases historical and contemporary West African art, focusing on interpreting and expressing these works in a modern context.
MOWAA integrates digital technologies to assist in narrating art pieces and reaching a global audience. The museum aims to be a platform for cultural discourse by initiating educational programs and collaborative projects with local artists and communities.
The rebrand included a redesign of their website with user-friendly features and a new brand identity. This identity merges the region’s rich history and progressive cultural changes. It’s characterized by sleek design combined with a classic appeal to create a sophisticated visual representation of the fusion of old and new.
The rebrand’s mission was to highlight today’s African artists and to inspire modern creations. It aims to shatter dated stereotypes and celebrate African diversity and energy. The project also seeks to shine a light on overlooked African artistry, offering a platform to the wealth of talent in Africa today.
Anna Vasileiou, Design Director, emphasized the importance of a brand that reflects the museum’s unique principles and can compete globally with renowned counterparts like the MOMA or the Tate.
MOWAA’s rebranded identity marries tradition and modernity, showcasing heritage artifacts and contemporary art. Artists with African roots, like British-Nigerian artist Onyeka Igwe, find substantial representation in this diverse narrative.
Merging tradition and modernity in African artistry
The inclusive modern design creates a dynamic intersection between past and present, allowing many perspectives.
An in-depth study of the museum’s exhibitions significantly influenced the rebranding. The new logo represents the museum’s Edo-style architecture blended with modern arches. Images initially omitted in the brand’s redesign were incorporated to create a visually enriching visitor experience.
The chosen color scheme features warm, earthy hues and shades of yellow, reflecting the local landscape. A winning combination of textures presents an overall harmony, while soft lighting techniques impart a sense of tranquility. The detailed arrangement highlights the aesthetic and individual significance of every item in the collection.
The rebranding marked a milestone for MOWAA, balancing the museum’s historical significance and present artistic contributions. While preserving its rich heritage, MOWAA simultaneously positions itself as a dynamic player in contemporary art. The modern logo, revised color scheme, and updated website are critical aspects of the rebrand. This symbolizes MOWAA’s commitment to shaping the future of art while preserving history.
