With blocks that move and slot in, Hymn builds a Tetris-like identity for the Swiss Museum of Games

Since its creation in 1987 – nestled on the shores of Lake Geneva in the Château de La Tour-de-Peilz – the Swiss Museum of Games has held a reputation as a one-of-a-kind institution in Switzerland. Dedicated to the rich history of games, from traditional board games to modern video games, it is a mecca of gaming. Under the new leadership of Selim Krichane, the institution readied itself for a fresh brand image, calling on Lausanne-based design agency Hymn to revamp its identity, effectively positioning itself as a revolutionary player in its field – a game-changer, if you will. The challenge of the rebranding effort was not just creating a new logo, but constructing a comprehensive and expansive visual system. For one, this system needed to be adaptable and flexible to meet the evolving needs of the museum and the changing whims of the gaming world, while carrying a timeless and universal appeal to resonate with a diverse audience, ranging from young children to adults. Instead of explicitly choosing a specific game to represent the museum’s identity, the design aims to evoke the spirit of playing games and draws inspiration from the shapes, colours, and gestures of the gaming world in general. To do this, the team channelled the aesthetics of board games, card games, platform games, and more.