The William Breman Jewish Heritage Museum, known as The Breman, has been a cornerstone of Jewish history, culture, and arts in Atlanta since 1996. Named after philanthropist William Breman, it is the largest museum of its kind in the Southeast. Recently, the institution revealed a rebrand designed to reflect its evolution into a dynamic cultural hub offering immersive experiences for all.
The rebrand aims to transform the museum from a traditional space into a cultural center that offers diverse experiences beyond Holocaust education and historical exhibits. This shift seeks to attract a broader audience, welcome all culturally curious individuals, and foster community and discovery.
The new visual identity features an elegant modern wordmark that captures the museum’s timeless yet innovative spirit. The wordmark is set in Domaine Display Condensed, a sophisticated typeface choice that helps distinguish the museum from other institutions typically relying on simple sans serifs or bold serifs.
Complementing the wordmark is a dynamic “B” symbol designed to frame captivating words and photography. This abstract “B” subtly references the angles of the Star of David, although the star itself has been retired from the logo. This change broadens the institution’s appeal while maintaining a connection to its Jewish heritage.
The old logo, characterized by a mundane slab serif paired with Copperplate Gothic and a floating Star of David, was deemed inadequate for representing the museum’s evolving identity. The new logo addresses these shortcomings with a design that feels both storied and contemporary. The abstract “B” flexes its width to create various holding shapes for photography or graphic anchors for headlines, adding a dynamic and versatile element to the identity.
The new identity system balances consistency and flexibility. Multiple “B” symbols create textured visual interest without overwhelming the viewer. Headlines, typeset in the same style as the wordmark, ensure coherence across materials, though this approach blurs the distinction between the logo and accompanying text.
The rebrand’s color palette includes a range of hues, though the identity is most effective in blue, black, and white. This restrained palette maintains a sophisticated and inviting aesthetic, allowing bursts of color to highlight specific elements or events.
The rebrand includes a new, inviting, upbeat tone of voice. This fresh approach aims to make the museum sound more accessible and engaging, appealing to its primary Jewish audience and those outside the community. The copywriting balances reverence for the institution’s heritage with an energetic call to explore and participate in its offerings.
The rebrand represents a significant evolution aligning with the museum’s broader mission to serve as a cultural center. The new visual identity and tone of voice create a cohesive and compelling presence that invites a diverse audience to engage with Jewish history, culture, and the arts in new and meaningful ways. This transformation positions the museum as a modern, inclusive, dynamic institution ready to inspire and educate future generations.