MAP’s Brand Identity

MAP’s Brand Identity
Kakubha Ragini, 20th Century, Opaque watercolour on paper, PTG.01180

The idea of redrawing the lines, lies at the heart of MAP’s Brand Identity. As a new-age institution, MAP’s aim is to retrace and map relationships between artistic disciplines, breaking away from older schools of categorisation, striving towards newer narratives. MAP’s brand identity is therefore dynamic and out of the box, reflecting the collaborative, inclusive and experiential nature of the Museum. MAP’s logo is built on a hexagonal grid, with a six-sided M representing the museum’s collection across six disciplines – Pre-Modern, Modern & Contemporary, Photography, Living Traditions, Popular Culture, and Textiles, Craft & Design.

In keeping with the Museums commitment to accessibility, and of a space that initiates ideas and conversations, MAP has collaborated with BrandMusiq to create a unique sonic identity for the brand. MAP’s MOGO® or ‘musical logo’ is the sonic essence of the MAP brand and evokes the institution’s core values, emotions and persona. These were created after the team arrived at the central attributes of the MAP identity that would respond to the expectation of our visitors – to be innovative, experimental, reflect a sense of discovery, of heritage, yet be playful and joyous. The sound palette allows MAP to connect with our audiences at a deeper, more subliminal level. 

MAP’s sonic identity is also inspired by the Museum’s desire to think global while remaining rooted in the Indian context. The idea is to provide a bridge between the classical and the modern, the traditional and the contemporary, the past and the present. The Mogoscape seeks to link these seeming contradictions through a palette of sounds that are at once adventurous yet familiar, magical yet grounded, the answer following the question. Watch the making of our logo and listen to MAP’s MOGOSCAPE® below.