New paradigm for museum identity of Museum SAN (means mountain): the idea was communicating harmony between art and nature. We combined SAN graphic and natural phenomenon effect such as shadow of light and reflection of water. The idea was inspired from the part of museum where the building reflects to the water garden. The logo has gotten more flexibility that can hold the expression of nature, it harmonizes with changing of the four seasons and surrounding landscape as well. We used the unique colors that refer to mountain environment and convey feelings of rest and meditation.