As one of Chile's national Museums, the new identity of the Museo Histórico Nacional was born as a response to the new strategic plan. The solution needed to “speak clearly and loudly” in order to position the Museum in the local map, as it previously lacked popular recognition. That formal basis was carried across the full system by the use of a strong and bold custom typeface and unique colour palette.
The logo is inspired by the typographic characters of the Flag of Independence, an iconic object in the Museum's collection and key in the history of the institution. As a complement to the logo, the visual language is solved around the strong use of a custom-made typeface - 'Histórica.otf' - commissioned to Latinotype foundry. The new typeface interprets some iconic elements of the Flag, which will be used in all visual communication, perpetuating and re-interpreting the national heritage in each design piece.
The dark purple - which responds to the mixture of the national colours red and blue, and therefore has in itself an integrating meaning - has the advantage of being a neutral frame that allows the objects of the collection to stand out, but at the same time endows to the system of a unique and recognizable personality. As a complement, a group of bright secondary colours were selected giving the system a recognisable voice. A fixed grid and set type sizes for standard printed and digital sizes are part of the brand guidelines to ensure consistent application across all media.