7 Mistakes Museums Make with Exhibit Branding (and How to Avoid Them)
Exhibit branding is more than logos and wall colors. It is the first impression for visitors, the throughline that connects donors, and the thread that ties the story together. Done well, branding elevates an exhibit into an experience. Done poorly, it can confuse visitors, frustrate donors, and even affect funding for future projects.
Here are seven of the most common mistakes museums make with exhibit branding and how to avoid them.
1. Starting Too Late
The mistake: Waiting until the exhibit is nearly complete to think about branding.
The fix: Bring in branding partners early, ideally 1–2 years before opening. This allows time for design approvals, alignment with donors, and production schedules for catalogs and collateral.
2. Treating Branding as an Afterthought
The mistake: Thinking branding is “just a logo” instead of a cohesive visitor experience.
The fix: Branding should touch every part of the exhibit — from entry signage to catalogs, audio tours, and even donor walls. The best branding feels seamless and intentional from start to finish.
3. Inconsistent Donor Recognition
The mistake: Donor logos, names, and acknowledgments are treated as separate pieces instead of integrated into the overall design.
The fix: Thoughtful placement and consistency across catalogs, signage, and digital materials ensure donors feel valued and connected to the exhibit’s success.
4. Forgetting the Visitor’s Journey
The mistake: Branding that looks beautiful but does not guide the visitor through the space.
The fix: Use branding as a navigation tool. Entry walls, color palettes, and typographic systems can create a sense of flow while reinforcing the exhibit’s story.
5. Skimping on Print Expertise
The mistake: Relying solely on in-house teams who may not have experience with large-format books or specialized printing. This leads to costly errors in color or production.
The fix: Partner with designers who understand the nuances of print — from paper sourcing to press checks — to ensure catalogs and collateral meet museum-quality standards.
6. Overloading with Text and Graphics
The mistake: Trying to fit too much information onto walls and panels, overwhelming visitors.
The fix: Less is more. Clear hierarchy, concise storytelling, and complementary visuals allow the content to breathe and resonate.
7. Ignoring the Exhibit’s Legacy
The mistake: Treating branding as something that only exists during the exhibit run.
The fix: Plan for how branding will live on after closing day. Catalogs, merchandise, and digital archives allow the exhibit’s story to continue, preserving donor impact and community engagement.
Case Study: Audubon’s Birds of Florida at MOAS
The Museum of Arts and Sciences in Daytona Beach avoided these pitfalls by integrating branding from the start. From immersive wall graphics to a carefully designed catalog, every detail reflected the exhibit’s story. Donors were honored through video interviews and catalog recognition, while visitors were guided by cohesive design elements.
The result? A popular exhibit that was extended and a catalog that sold out its first print run, requiring a second. This success illustrates how intentional branding can create impact that lasts.
👉 Want to dive deeper? Read the full case study here.
Final Thoughts
Exhibit branding has the power to make or break an experience. Avoiding these common mistakes ensures your exhibit is not just beautiful but meaningful, cohesive, and lasting.
✨ Ready to take the guesswork out of exhibit branding? Download the free Exhibit Prep Kit to map your exhibit branding and catalog timeline today.
Want to explore how branding can elevate your next exhibit?
Download the free Exhibit Prep Kit for a step-by-step roadmap for stress free donor-ready exhibits
✔ Clarify your exhibit’s purpose, audience, and emotional tone
✔ Align your internal team so decisions don’t get bottlenecked
✔ Map out the design pieces you’ll need (and when!)
