CATEGORY

Comprehensive Identity Programs

LEVEL

Student

RANK


DESIGN CREDITS

School

Brigham Young University

Photographer (neon signs)

Zack Robbins


TAGS

, , , , , , , ,


LINKS

Amber Asay
The Neon Museum

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CLIENT

Located in Las Vegas, NV, the museum fea­tures vin­tage signs from old casi­nos, hotels, and restau­rants dat­ing back to the early 1900s. Their largest dis­play area is called the “Bone­yard” with more than 150 neon signs. The Museum is a non­profit orga­ni­za­tion that was founded in 1996.


BRIEF

Mar­ket the com­pany as a long-standing, suc­cess­ful museum, cen­tered around the unique expe­ri­ence it has to offer guests. Their cur­rent audi­ence con­sists of locals and enthu­si­asts, but not always the aver­age Vegas tourist. After research­ing com­peti­tors, it was decided the com­pany needed a stronger pres­ence around the strip along with a more mod­ern iden­tity and mar­ket­ing approach. Achiev­ing this through bill­boards, ban­ner ads, and an inter­ac­tive tour app were a few of the ini­tial proposals.


APPROACH

The logo as a stacked neon sign sym­bol­izes con­nect­ing the old with the new. It’s con­sis­tently attached to an edge to also sup­port its iden­tity as a sign. Imagery is cropped to show a micro view of their col­lec­tions and acts as a teaser for what the neon expe­ri­ence is all about. The scat­tered typog­ra­phy treat­ments found in most appli­ca­tions are based on the pre­sen­ta­tion of the signs in the Bone­yard. The smart phone app was also designed to inform guests dur­ing their tour. All exe­cu­tions point back to the unique expe­ri­ence Neon Museum offers.

The Neon Museum project evolved over sev­eral months of hard work. It began as some­thing very lit­eral and became a beau­ti­ful strat­egy that was rooted in the viewer’s per­cep­tion. Amber per­sisted until she was able to achieve the right solu­tion for the client. Through care­ful restraint, the imagery offers a glimpse of the over­whelm­ing spec­ta­cle that is Las Vegas. Rather than dupli­cat­ing what the museum already had, she ele­vated the design into a mod­ern brand that a con­tem­po­rary mar­ket can iden­tify with. The con­cept is extremely effec­tive because each typo­graphic nuance and pho­to­graphic direc­tion cre­ates an emo­tional con­nec­tion to the over­all expe­ri­ence. — Adrian Pulfer, Instruc­tor at Brigham Young University

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