Main communication goal of the folder that accompanies the Austrian Museums Pass ›moecard‹ is to inform readers of further benefits that come with a membership at the Austrian Museums Asscoiation. The facts that had to be communicated visually are:
- ›moecard‹ allows free entry at 277 participating museums in austria
- 184 of them are decorated with the hallmark of excellence of the Austrian Museums Association
- three issues of the journal ›neues museum‹ containing museologist information and articles
- use of the website museumsbund.at for job announcements, information on education, training as well as general news concerning museums
- price is only 35€ a year
The benefits of being a member are evident and rationally comprehensible. Thus there is no special need to charge them emotionally in order to reach the audience. A better approach would be to explain these benefits. With legibility and understandability in mind it became clear that Isotype would be a good reference for elaborating the information graphics. By refering to Isotype, another interesting aspect would be that Isotype was originally develloped for an austrian museum. Having Isotype in mind while doing the illustrations for the Austrian Museums Association of 2015 would return it somewhat to its original context.
Isotype (International System of TYpographic Picture Education)
So the aethetics and functional approach of the Isotype-system became inspiration for the information graphics of the folder that comes with ›moecard‹. Originally developed in the context of a museum – namely the ›Gesellschafts- und Wirtschaftsmuseum‹ in Vienna in the 1920ies – Isotype is one of the main contributions to visual and scientific culture that originated from Austria. Initiators Otto Neurath, Marie Neurath and Gerd Arntz created an unique combination of social commitment and design methodology.
Christopher Burke, Eric Kindel, Sue Walker (2013): Isotype. Design and contexts 1925-1971. London: Hyphen Press
Method / Approach
Each of the four pillars of the black symbol repsresents one participating museum.
For the museums that received the austrian hallmark of excellence, the very same symbol is red but in additions also carries a red badge in the upper left corner to indicate it`s honours.
The position in the upper left corner of the symbol had to be chosen to make shure that the red symbols could be mixed with the black ones without visual interference (by having to „cut“ the red badge if there is only one pillar shown of the red symbol)