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New York Museum of Scent introduces the scientific and psychological aspects between scent and memory. Scent has been an important part of culture and civilization throughout our history. It is the only one of our five senses that is directly wired to the part of the brain which processes emotions, learning, and memory. The brand identity will transform scent into something "visible".

The logo was designed on the computer at first, then printed on three clear papers to create depth. I took photos from different angles and distances to convey the characters of the scent. The identity creates a light and quiet atmosphere.

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