The Brooklyn Museum, one of New York’s largest and oldest cultural institutions, has unveiled a new logo and visual identity to celebrate its 200th anniversary. The rebranding, created by local design agency Other Means, reflects the museum’s rich history and evolving role in the modern world of art and culture. It marks a fresh chapter for the museum as it looks to the future while honoring its past.
The previous logo featured a straightforward sans-serif font reminiscent of Franklin Gothic. While simple and professional, it lacked the energy to capture the museum’s expanding role in today’s cultural environment. The bold, black type conveyed reliability and history, but the design felt static and didn’t reflect the museum’s active engagement with contemporary cultural conversations.
The new logo is bolder and more dynamic. The most notable change is the overlapping “OO” letters in “Brooklyn,” which creates an intertwined visual effect. This unique feature represents the interconnectedness of art, culture, and history, symbolizing the museum’s role as a space where diverse ideas and perspectives meet. Ligatures, such as the one between the “M” and “U,” add sophistication, suggesting the museum’s multidimensional identity.
The two dots on either side of the wordmark are a striking addition to the logo. These dots reference the museum’s historical facade, where large dots separate the names of classical philosophers and poets. This detail ties the museum’s architectural heritage to its modern identity, blending tradition with innovation. The dots have a practical function, offering creative motion graphics and branding opportunities across various platforms.
The typeface in the new logo is a customized version of the Nordvest font, featuring playful tweaks like asymmetrical counters in the letters “o” and “b.” These details give the logo a more approachable and distinctive character, contrasting with the previous formal typeface. The geometric structure of the font complements the modern aesthetic while maintaining balance.
Color plays a significant role in the rebrand. The new identity moves away from a monochromatic palette and introduces vibrant colors. The black and yellow combination adds energy and creativity, aligning with the museum’s mission to engage contemporary audiences while maintaining its cultural gravitas.
This new visual identity reflects the Brooklyn Museum’s commitment to being a place where the past and future meet, making art accessible and relevant to everyone.
