Studio Museum in Harlem
Description
Pacific worked closely with the Studio Museum in Harlem to rebrand the cultural bellwether, developing a brand identity system, print and digital assets, video, animation, merchandise, signage and a comprehensive brand book that illuminates the Museum’s vital mission as a nexus for artists of African descent. The new system is a refined and timeless design meant to be expressed through more than just the updated logotype — it is foregrounded in a new custom typeface, Studio Museum Black (customized from Pangram Pangram Foundry’s Fragment). Inspired by the graphic use of typography within artworks in the Museum’s permanent collection, the identity system uses Studio Museum Black to communicate through a unique graphic vocabulary. The updated stacked logotype pays homage to the Harlem stoop. As the brand, the Museum and its community continue to grow, Pacific's aim was to create a unique and bold system for the space where black art lives.
