new art,
new ideas

Identity . Visual Language . System Design . Brand Strategy . Content Strategy . Print . Advertising

First, we created a logo appropriate for a downtown institution with an agenda not based on traditional notions of beauty or modernity, but rather new ideas about art, artists, curation—new ideas about what makes a museum relevant. Then, more than just a simple identity, we developed a total brand system built on information transparency that removed most of the subjectivity from the institution’s messaging, focusing squarely on the art, the ideas, and what was literally ‘new’.

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Collateral development was literally systematized. All museum messaging content-types were defined and permanently sequenced. Regardless of medium or purpose, collateral messaging would then include as many of those content-types as necessary, and present them in their predetermined order, at a single size, in a single typeface. Any colors desired could be selected (or eliminated) to contrast or complement content or context, and images inserted (or not) into the system in their pre-determined place in the sequence. This final grouping would then be placed between the new: and museum of the logo, scaled as desired, and the work was complete.

An objective visual language concept as much about process as form. A clear and recognizable voice for the most contemporary art museum in New York.

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  • Agency Partner: Wolff Olins, New York
  • Creative Director: Weston Bingham
  • Designers: Weston Bingham, Olivier Chetelat, Bill Darling, Lily Williams
  • Strategists: Weston Bingham, Eric Scott
  • Architecture Partner: SANAA, Tokyo