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A new way to experience art at your own speed

REBRANDING A REIMAGINED SPEED ART MUSEUM

When the Speed Art Museum underwent a major renovation, it wasn’t just their physical space that expanded. It was their exhibitions, programming and outreach as well, all with the goal of enhancing the museum’s role as a dynamic, accessible cultural resource. The Speed needed a way to convey this new identity and invite both the art savvy and the art curious to experience it for themselves.

Inspired by the iconic architecture of the expansion, we developed a new logo and brand identity that reflected the Speed’s fresh and inviting approach to art. In fact, the logo proved to be so flexible in its modern simplicity that it drove the design concepts for print and digital campaigns as well as billboards. Different visual elements were recreated in the shape of the logo to highlight specific features of the renovated museum, from the state-of-the-art cinema, to the gourmet café, to the reimagined interactive spaces. From then on, it was full speed ahead for the museum.


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