Pentagram’s Paula Scher has designed a bold new identity for the Philadelphia Museum of Art that puts “art” front and center. Iconic and expressive, the logo customizes the letter “A” in the word “art” to highlight the breadth of the Museum’s remarkable collection.
Having in mind that the Philadelphia Museum of Art is one of the largest museums in US with huge collection of more than 227.000 works in different disciplines from all around the world, Paula had a very difficult task of consolidating all that different art styles in one logo. This is what she calls a “liquid identity” – a branding system that can be adapted as needed.
The playful “A” brings refreshment and dynamic into the Museum’s identity.
Sans serif typeface Avenir was used in the new identity, that was also the typeface of the old identity which ensures the recognizability of the institution.
The team decided to use standard “A” in various color combinations depending on the need on all institutional materials.
The “custom A” is used for special exhibitions, promotions and retail items.
Please share your thoughts on this approach in the comments below.