Museum a/v branding

Abstract

This article aims to illustrate the potential of the combined use of visual branding and sound branding applied in museums. After discussing sound branding and its use in areas related to the marketing of industrial products, it will deal with the contribution of sound design to visual communication, the synaesthetic relationships that link visual and auditory perceptions and how these can amplify the message you want to communicate. The case study on which the experimentation was conducted concerns the audio/visual rebranding of the tactile museum of Ancona (IT). The process of developing an audio/visual logo will be illustrated on the basis of the method identified by the Italian artist Luigi Veronesi based on the identification of a precise relationship between the diatonic scale and the chromatic scale for the visual transposition of musical melodies. The logo was then animated in order to obtain a dynamic version to be used alongside the static one, to be used on contemporary digital broadcasting channels.