Let Us Make Cake

Let Us Make Cake

From the Festival of Ideas, New Museum

New Museum

New Museum

Take a video tour of the New Museum

Up 600%

Up 600%

How the New Museum rebranded itself to boost visitors by 600%

New Museum Case Study

Ambition

The New Museum of Contemporary Art is New York City’s only museum dedicated exclusively to showcasing contemporary art. It’s an adventurous, progressive institution with an internationally renowned program. In a city overly saturated with cultural institutions, we faced an exciting challenge: create a brand that would drive the museum’s vision and ambition to become a world player in contemporary art and a first-choice, 21st century cultural destination.

Action

Based on the idea of “New Art and New Ideas,” our first step was to simplify the name to loosen up the museum’s institutional feel. More importantly, this broadened their scope from the narrow definitions of an art museum to becoming recognized as a cultural hub. In an exciting collaboration with the museum, we created a visual expression that features a spectrum of color and language, and a logo that literally moves and flexes to welcome new artists and audiences and to announce new art and the new museum. The mantra “open, fearless and alive” quickly became an invaluable tool for internal decision- making.

Impact

The award-winning identity system captured the immediate attention, hearts and minds of onlookers and museum lovers. In the first four months after the launch, the museum attracted a 600% surge in visitors and 400% boom in new members. The New Museum – the place and the brand – continues to self-renew, opening the doors to future creative collaborations and inviting in new art and new ideas.

New Museum opens

New Museum opens

Artists, critics, architects, designers, drag queens, models, celebrities, Upper Eastsiders, Lower Eastsiders, Wolff Olins and Lance Armstrong all joined together to celebrate the grand re-opening of the New Museum in New York City. See more of the brand Wolff Olins helped to create at www.nytimes.com and www.flickr.com

AIGA selects New Museum

AIGA selects New Museum

Wolff Olins’s work for the New Museum in New York City has been selected for the AIGA Design archives. The work will be published online, and will form part of a public exhibition scheduled to open at the AIGA National Design Center in New York in December 2008. The New Museum work has also been recognized by D&AD and the Type Directors Club. Meanwhile, the brand identity created by Wolff Olins for New York City has also won accolades from D&AD, the Art Directors Club and the Creative Review Annual. Learn more at www.designarchives.aiga.org

Take a video tour of the New Museum

NewMuseum

NewMuseum

Not since MOMA rattled the foundations of NYC’s art establishment in the 1930’s has a museum seemed so in touch with the present

NewMuseum

NewMuseum

NewMuseum

NewMuseum

NEW EXHIBITIONS MUSEUM

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NewMuseum

NewMuseum

NewMuseum

NewMuseum

NewMuseum

NewMuseum

NewMuseum

NewMuseum

NewMuseum