New Name, Logo, and Identity for Mia by Pentagram

Established in 1883, the Minneapolis Institute of Art, now Mia (pronounced Mee-ah), is a fine art museum in Minneapolis, MN, with a vast and diverse collection of over 89,000 artworks from six continents spanning 20,000 years. As a government-funded public museum, Mia does not charge an entrance fee to enjoy its 150,000 square feet of gallery space, making it one of the largest art museums in the world. Last August, the museum introduced the name Mia and has since rolled out a new identity designed by New York, NY-based Pentagram partner Emily Oberman. This welcoming point of view has been translated into an iconic and approachable logo that gives the soft word a strong look. The logo is designed with a mix of upper and lowercase letterforms that help signal the name should be pronounced a