Cavan County Museum Corporate brand identity
Cavan County Museum has, over the past 20 years, evolved into its present form and represents a popular choice among the tourist destinations in County Cavan. The emergence of museums and galleries as brands represents a growing awareness of marketing to consumers within the role of museum management.
Cavan County Museum Curator Savina Donohoe wished to develop the identity
of the Museum into a “brand” that would inform its advertising, promotions, public relations and direct marketing associated with openings and events. The focus of these media within a new brand identity it to help shape the messages about the exhibitions, events and the overall experience which the museum delivers.
The brand identity was required to support key factors in the Museum strategy;
visitor satisfaction, name awareness, perceived quality of the exhibitions and facilities, brand associations and other proprietary assets.
The technique of branding is taken from the world of consumer product marketing and required certain interpretation in order for it to address the concerns of the museum audiences. In developing the core idea for the museum, the design concept explored a set of ‘subjects’ for the brand that begin to represent particular strengths and characteristics of the collection. These subjects included a set of iconic objects representative all the important ages of Irish history - by brand association they become “linked” in memory to the Museum brand.
The identity assets include a logotype with language variants, advertising and promotional materials, event guidelines and signage. For Cavan County Museum as a tourist destination, its location in the old convent in Ballyjamesduff plays a significant role as a proprietary brand asset.
The current trend to interactive exhibits alongside the traditional artefacts must satisfy many segments of the visitor population, the identity is designed to support both digital and printed communications in a composite picture for the brand.
The success of the brand and its marketing efforts is, measured
chiefly in visitor numbers. Since its was introduced in 2011, the Museum visitors numbers have risen by 40%.
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16 Oakdown Road,
Dublin D14 Y593, Ireland
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Space for Culture
Main Street, Killeshandra, Co. Cavan