The Role of Museum’s Dynamic Identities in Enhancing Receiver ’s loyalty

Abstract

Museums are an important part of the peoples’ culture, as they are the visible part of their culture, history and trends, but rather they are one of the cultural organizations that build and reflect the awareness of societies at the same time, moreover being an important part of cultural tourism linked to the culture of society.Nowadays ,the development and digital media led to the need of emphasizing the museums’ identity as a cultural organization and its extension in digital world and to find innovative communication methods as a strategic option to interact with the receiver and emphasize identity with these changes in order to ensure its existence and continuity and keep the receiver loyalty thus enrich the visual culture. Technology has given the visual identities design a great opportunity for creativity and clearness, diverse and flexibleResearch problem: What are the structural elements of dynamic identity and the methods of their application.Research objective: 1- The lack of studies about museums identity in general and dynamic identity in particular2- Applying modern design methods in building a dynamic identity for museums that reflect their value and originality and have the ability to change and adapt with traditional and modern digital mediaFor this purpose, the research follows the descriptive approach based on collecting information to build a theoretical framework based on previous and analytical studies for the visual identities of some international museums

Keywords

• dynamic identity
• receiver loyalty
• visual identity