have designed the new identity for the Museum of Arts and Design
(formerly the American Craft Museum) in New York which has just re-opened in its new location at 2 Columbus Circle.
The MAD graphic is from a typeface created specifically for the Museum, based on the geometric shapes of the building and its environment, “the circles and squares present in the building’s shape; its location, on Columbus Circle; and the building’s iconic “lollipop” columns retained in the redesign”
The MAD monogram is simple and fun, it looks modern and at the same time reminds me of the pattern and illustration found in arts and crafts, which is where the origins of the Museum lie. The bold shapes of the letters look great on the advertising and promotional material because they stand out, not only due to the density of the letters, but also because of the bright colours on black backgrounds.
It’s refreshing to see a creative identity, one that has reason behind it and has been created through good research. I’m not saying that taking the counters out of letters hasn’t been done before, but in this case it works and creates an identity system that is versatile and can be manipulated to work in any way the Museum requires.
You can read more about the development of the MAD branding here
and find out more about MAD here
.Images copyright Pentagram.Via Aisle One.