Bata Shoe Museum

This corporate identity manual was created for the Bata Shoe Museum. The purpose behind this project was to update the brand and create a clearly defined voice that is carried through the various visual elements of the institution.


Target Market:The goal of this museum is to reach a broad audience there is no limitation to age or gender in regard to audience.
With a main focus on education and learning there is a high volume of school children experiencing the museum -which calls for visual clarity, and legibility to be considered. Similarly, the audience also branches to more mature and sophisticated guests who would expect something that exudes a level of equity. Therefore both, education, and value need to be integrated.
Current Position:Visually, The Bata Shoe Museum falls short of its competitors. It is old fashioned and stale. The visual elements of the logo resides only within minor details of the institution, while other visual elements that are in use, such as ‘colour blocking’ dominate as a visual style, even though it appears to be a secondary consideration.
In regard to its services however, there is a lot of strength. There is undeniable originality and uniqueness to this institution which allows it to thrive without any substantial, direct competition. However, from a cultural institution standpoint, its current Identity has both strengths and weaknesses. Visually, it is too confusing and blends in to the chaotic mess of other imagery. Contrary to its plain print representation, the building itself and its community participation is highly recognized and appreciated.
Desired Position: The desired position which I am aiming to achieve is a balance between sophistication, knowledge, storytelling and an inherent appreciation for the aesthetic detail. The purpose of this project is to create clarity in the voice of the institution and give visual strength as well as memorability to the logo.
The impression left by the logo should be playful and structured, containing a personalized subtle flamboyance.
The goal is to reinstate the original mission of the Museum, but with a new breath of life. The desired goal is to make the logo iconic. Something memorable and easily identifiable. This is especially important, because of the Bata Shoe Museums involvement with the community and charities; if the logo has a unique form, it becomes visually dominant among a sea of other logos from other supporters when included in credits.
Marketing Message: The identity which I am introducing is not that different from the original mission statement. The message remains the same, as well as the goals. The main transition in the identity will lie in the aesthetics. Infusing history with contemporary and blending visual messages to create a unified whole. The general public already respects the institution, therefore the logo should reflect the uniqueness of the building and its contents instead of attempting to look credible by being inclusive of historical tools.
Creative Strategy: The scope of work that has been considered during this revision of the Bata Shoe Museum includes the history of the company and Sonja Bata, a review of print and online materials, a visit to the location and subsequent gathering of images and existing materials within the museum. My visual strategy revolved around the tools, and pieces presented as well as the architecture of the building. The goal was to unify the diverse and changing content as well as possess visual strength against its competitors.