New Logo and Identity for The Main by Use All Five

Established in 2016, The Main is a museum in Los Angeles, CA, with the mission “to engage the public with the most important ideas of our time through the art of Los Angeles” but it won’t do so fully until 2020, when its building — a merging of three historic, early twentieth-century structures in LA’s Old Bank District — is complete. In the meantime, during construction, the museum has been holding pop-up programming — under the “Beta Main” moniker — as their space allows. When complete, The Main will be a non-collecting museum and a big point of distinction, aside from a focus on local art and artists, will be a residency program. In preparation for a large phase of construction, The Main recently introduced a new identity desig