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Exterior of The Olympic Museum and its garden

The Olympic Museum: not superhuman, just superbly human

The Olympic Museum in Lausanne, home to the Olympic fire between Games, and the most popular museum in French-speaking Switzerland, underwent a total renovation in 2011. To maintain the same level of quality and aesthetic coherency, the institution also renewed its exhibitions. Museum director Francis Gabet was determined to make the museum informative, thought-provoking, exciting, and inspirational. With this in mind, Base created a brand language that permeates all aspects of the museum, from the physical to the curatorial.

Unpacking the poster of The Olympic Museum logo

On what to base the identity? The five rings are certainly one of the most iconic symbols in the world. The idea of the relay also guided us. We wondered, “what if each visitor became a link in the relay of all these amazing stories told in the Olympic Museum?”. We also found the tagline, “The flame is yours”, compelling.

Thierry Brunfaut, Creative Director & Partner

The TOM-Relay Font is one of the key elements of the Olympic Museum's identity. We created it in collaboration with Bastien Sozeau.

Aurore Lechien, Designer
Advertising poster of The Olympic Museum on a bus stop

To coincide with the reopening, we worked with the museum on a communications strategy and institutional campaign. A white background, a colored typeface and a playful voice were the basic elements at play.

Thomas Leon, Creative Director
A girl holding The Olympic Museum catalogue
Other part of The Olympic Museum exhibition
Inside the exhibition of The Olympic Museum
Application of The Olympic Museum typography on the word "games"

Vision, despair, hope… victory!

Designing the anamorphoses that were the wall paintings was definitely an Olympian, if not Herculean, task!

Application of The Olympic Museum identity on a signage in a library

A 360° brand makeover, from the restaurant to posters, from signage to communications and merchandising. Only possible thanks to the teamwork with Jane Wentworth Associates (strategy), Mather & Co (Exhibition design), Paragon Creative (construction & signage), Center screen (audiovisuals & interactive), Dragon Rouge Paris (Retail) and Agenda (social media & press).

Aurore Lechien, Designer
Main room of The Olympic Museum exhibition

The exhibition, "The Olympic Museum, the metamorphosis", illustrated the museum’s makeover. Not an easy subject to exhibit...fairly dry stuff and no objects to show. Luckily, we met Erwin De Muer. He threw plenty of ideas on the table and built a beautiful scenography. If you want to mount a successful exhibition, just call this guy.

Sander Vermeulen, Design Director
Different merchandising pieces for The Olympic Museum
Top view of The Olympic Museum

Every time I go to the Olympic Museum, I take a moment for myself to enjoy the wonderful view.

Aurore Lechien, Designer