New Brand for New Museum

A new identity program paying tribute to the the New Museum’s new building, new location, new principles and new international partnerships was newly unveiled to the public just in time for the new year on December 1st, 2007. Gone is the barber-stripe-clad moire mouthful, “New Museum of Contemporary Art.”An informant from the design team articulated the organizing principle. “…we have taken the concept of what a museum is, in a sense a platform/container of art and applied that idea to the identity using language.” Message is the medium in the program created by Wolff Olins and friends*. With the brand principle “New Art, New Ideas,” informative, entertaining, and provocative messages serve to cohesively expose and build on the mission of the