New Identity for New Museum by Athletics

Established in 1977, the New Museum is the only museum in Manhattan exclusively devoted to contemporary art, serving as a center for exhibitions, information, and documentation about living artists from around the world. Since its founding, the museum has placed emphasis on artists who did not yet have wide public exposure and a dedication to showcasing new art, new ideas, and new mediums beyond the traditional media of painting and sculpture, presenting film, video, television, photography, and performance works as a regular part of the exhibition program. With various homes over the years, from its beginnings as a one-room office to its own — now iconic — building on the Bowery, the museum’s scope, reach, and presence keeps expanding literally and metaphorically. As it prepares to