Qatar Museums, which encompasses many cultural institutions, was formerly known as Qatar Museums Authority.
In line with Qatar National Vision 2030 strategy, QM’s objective is to form the next generation of arts, heritage and museum professionals in the country and grow and build the nation’s ‘creative life and talent’ according to Wolff Olins.
To deliver this, three strategic priorities have been identified as nurturing emerging talent, creating the platform for a Qatari voice to contribute to global debates on culture and creativity, and helping museums reach beyond their walls.
Wolff Olins has developed a strategy for a delivery plan internally and externally and undertaken employee engagement activities and created organisation values.
The creative expression of this reaches across print, digital and environmental touchpoints in a bid to unite the museums and initiatives of QM under one vision and narrative.
The Wordmark Qatar Museums appears with the strapline Art, Heritage Creativity and forms part of an identity composed of geometric shapes found in Arabesque art and architecture.
A wider visual system takes its cues from the identity, bringing together museums, exhibition spaces and heritage sites.
The new website www.qm.org.qa, which features a moving identity, has been designed by Cogapp and allows audiences to connect with the local creative community and each other. It also offers creative tools and resources and is accompanied by an app.