Massachusetts College of Art and Design, known as MassArt, has launched a new visual identity created by Moth Design. This rebranding modernizes the institution’s image while showcasing its dynamic nature.
Founded in 1873, it is the only public independent college of art and design in the United States. It originated from the Massachusetts Drawing Act of 1870, which required drawing instruction in public schools. The college offers programs across 18 undergraduate and nine graduate disciplines, serving around 2,000 students and over 300 faculty members on its Boston campus.
The new logo marks a significant shift from the previous design. The old logo, also designed by Moth Design in 2008, integrated “Mass” and “Art” with a cut “S” aligned with the “A.” While effective, it lacked artistic flair.
The revamped logo features an “elastic M” that captures the institution’s vibrancy and openness. This design element combines fresh typography and a versatile color palette, allowing for various configurations while maintaining a cohesive voice.
The logo aims to add artistic flair to the wordmark. The quirky “M” stands out, but the other letters are wider and heavier, making the “M” less prominent. The “S” letters appear to tip forward, contrasting with the adjacent “A” letters, and the “R” has a similar tipping design. These choices make the logo seem unconventional but not fully coherent.
The full name logo of MassArt appears extensive, with 34 letters creating a wide structure. The line breaks, dictated by “MASSACHUSETTS,” complicate the design. Keeping “ART” and “DESIGN” together emphasizes the institution’s focus on both fields but affects visual balance.
Design choices like the uniform length of the “E” strokes and the added strokes on the “I” hint at a monospace style but create visual tension. The “TT” ligature is distracting. Despite these challenges, the logo represents a significant effort to refresh MassArt’s visual identity.
The new identity includes “Elastic’ M’s,” which add visual interest without immediately reading as “M” letters. Their thin strokes might benefit from being bolder for better impact.
Applications of the new identity showcase strong type choices, particularly with the typeface Romek, which has a bookish yet friendly vibe. The mix of serif and sans serif in similar weights requires fine-tuning, but the business card example shows the effective use of these typefaces in different sizes.
MassArt has also overhauled its website, introducing a streamlined structure and tailored landing pages to highlight programs. The new homepage features people, work, and events that define MassArt’s essence, aligning with the updated visual identity.
MassArt’s rebranding represents a thoughtful evolution of its visual identity, reflecting its commitment to creativity, inclusivity, and innovation. By introducing dynamic elements and modern design principles while honoring its rich history and educational mission, MassArt aims to resonate with a contemporary audience.
