“We wanted to create a brand that would live up to the museum’s ambitions because it truly is a museum masterpiece,” said Toby Barlow, chief creative officer at Lafayette American. “The artwork, the architecture—it was truly worthy of celebrating on a global stage.”
The typography of the redesign was inspired by artwork in the museum’s archives, and Lafayette American held dozens of surveys with TMA staff across departments to inform the design, said Meg Jannott, head of design and founding partner at Lafayette American.
“It’s based on the idea that art transforms you, transforms your perspective and can inform how you think as a person and who you are,” she said.
“It mirrors the exploration of the museum and the way that you can approach art from many different angles, but also that uniqueness of the distortion and that uniqueness of individual perspectives provoking change whenever you look at a piece of art,” added Barlow.
After launching the new brand identity, TMA saw a 20% year-over-year increase in museum visits. Exhibition ticket sales grew 140% year over year.