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Crystal Bridges Museum of American Art

Project Details

Proposed Rebrand for Crystal Bridges Musuem of American Art in Bentonville, Arkansas.

Description

The goal of this rebrand was to more fully reflect the elegance and character of the museum’s culture, architecture, history, and collection—spanning works by local Arkansan artists as well as nationally and internationally recognized figures. The logo and system required a flexible system to adapt to both print and digital brand touchpoints. The branding acts as a vessel to carry the featured works of art to the foreground of the brand, rather than as a secondary subject. The process began with examining the core aspects of the museum itself: its name and architecture. Using the letterforms of the Museum's initials as the logo accomplished the concept of a bridge (the museum's iconic building form is a bridge over a clear springwater stream), and the linear elements of the renowned Moshe Safdie's architecture. The curves of "C" and "B" act as a bridge, and masking these shapes with the artwork and with vertical lines brings together the art, the architecture, and the reflection of the building on the springwater below. The logo can be reduced to just the form of a bridge, which can be used in various systems and applications paired with the art.

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