2018-04-06
Lauren Rodriguez
Design Dispatch, New York
The Carnegie Museum of Art's newly designed identity features an accessible and user-friendly font, "Playfair Display", in its branding and marketing materials. This design choice aims to make the institution more approachable and inclusive for a wider audience.
Carnegie Museum of Art Embarks on Fresh Visual Journey
The renowned Carnegie Museum of Art has introduced a sleek new look that prioritises approachability through its carefully chosen typeface. This transformation was made possible through an innovative collaboration between the museum and a talented team of designers, including Laura Coombs, Meg Forsyth, Berton Hasebe, and Folder Studio. The result is a bold yet refined visual identity system that seamlessly blends simplicity with sophistication.
At the heart of this new look lies a clear commitment to legibility, as demonstrated by the carefully selected typeface used throughout the museum's branding materials. This thoughtful decision ensures that all communication channels – from signage and marketing materials to digital platforms – are easily readable and engaging for diverse audiences. "We wanted to create an identity that would speak to our visitors in a way that was both approachable and memorable," said Aryn Beitz, the lead designer of the museum's in-house design team. By choosing a clean, legible typeface, the museum's designers aimed to facilitate connections with art lovers from all walks of life.
The new visual identity also incorporates a thoughtful use of colour, carefully selected hues that enhance the overall emotional impact of the brand. This nuanced approach demonstrates a profound understanding of the complex interplay between colour, typography, and narrative in shaping an institution's reputation. According to Laura Coombs, one of the designers involved in this project, "Colour can be a powerful tool for evoking emotions, conveying values, and creating connections with our audience." By leveraging these visual elements, the Carnegie Museum of Art's new identity system creates a captivating atmosphere that invites visitors to immerse themselves in its offerings.
Beyond its aesthetic appeal, the museum's new look also signifies a significant step forward in terms of inclusivity and accessibility. By prioritising legibility and clear communication, the designers aimed to create an environment where everyone can engage meaningfully with art, regardless of their linguistic or cultural background. Meg Forsyth, another key member of the design team, noted, "We strove to develop a system that would be accessible to as many people as possible, ensuring that our message is conveyed in a way that resonates across diverse communities." This inclusive ethos underpins the museum's new visual identity, demonstrating its dedication to bridging cultural divides and fostering empathy through art.
The launch of this new look marks an exciting milestone for the Carnegie Museum of Art, as it embarks on a bold journey towards redefining its visual presence. Through this thoughtfully crafted transformation, the institution underscores its commitment to artistic innovation, accessibility, and community engagement. By carefully balancing approachability with sophistication, the museum's designers have created an identity system that not only elevates the brand but also reflects its values of inclusivity, creativity, and forward-thinking spirit.
The Evolution of a Brand
As we explore this new visual landscape, it becomes evident that the Carnegie Museum of Art's transformation represents more than just a superficial revamp. Rather, it embodies a profound shift in the institution's creative DNA, one that aligns with its core values of artistic expression and community engagement. This evolution is not only a testament to the power of collaboration but also a celebration of the transformative potential of design.
In an era where brands are increasingly expected to be cohesive and consistent across all touchpoints, this new look serves as a timely reminder of the significance of thoughtful visual identity systems. By prioritising legibility, colour harmony, and accessibility, the museum's designers have created a system that will resonate with audiences for years to come.
Conclusion
The Carnegie Museum of Art's bold new look is more than just a rebranding exercise; it represents an artistic statement and a celebration of inclusivity. As we navigate this evolving visual landscape, we are reminded of the profound impact that thoughtful design can have on our perceptions, emotions, and relationships with institutions like this.