OBJECTIVE
The New Museum needed a brand redesign to better reflect its experimental spirit and the bold, boundary-pushing art it supports.
TOOLS
Photoshop, Illustrator, InDesign, Figma
The New Museum exists to bring inventive, modern art pieces to the public, and educate people on both the breadth of what constitutes art, and the possibilities of art in the future. This museum aims to be very forward-thinking, politically-charged, and just different. The New Museum is a place where new ideas are always welcome, and all people feel represented in the artwork displayed.
ARCHITECTURE
ART + INSTALLATION
WHY IS THE VISUAL IDENTITY UNSUCCESSFUL?
Current branding relies on layouts that look premade rather than leaning into the experimental grid activation. The photography that should bring this brand to life is lackluster and unoriginal, failing to feature unique shots of the art, museum-goers, or the stunning architecture.
Overall, the current branding lacks key story-telling elements and unique touches that make a quirky, modern museum come to life.
BRAND AUDIT
Across modern art museum logos in NYC, black-and-white palettes dominate, creating timeless but often neutral and similar identities. For institutions centered on experimentation and culture, more expressive typography could create more distinction.
MOODBOARD
I explored fragmentation, overlap, reveal, futurism, and pixelation to reflect a world that is constantly interrupted and reassembled.
This mirrors how the New Museum challenges traditional structures and embraces disruption. The visual language feels tech-forward and raw, aligning with the museum’s commitment to experimentation.
LOGO ITERATION
FINAL LOGO DESIGN
FINAL ASSETS
