Rebranding a Cultural Institution

Within my rebrand, I encompass the Museum’s experimental and daring spirit along with their strong connection to the history of pop art.
  I used the iconic texting bubble used in all AppleTM products, a simple and monotonous part of every day digital life that can sometimes be overlooked. Based on modern culture and mass media, this logo, alike to pop art, makes an ironic comment on fine art values.
  Inspired by Robert Rauschenbergs’s signiture and current logo of the cultural institution, I believe this loud yet symbolical comment on traditional values encompasses what makes the Moderna Museet a ‘museum of the future’. 
   Additionally, the typing logo can be used secondarily, depending on the platform, in order to carry this representation of the museum’s forward focus and anticipation for the future.