Rebranding
As being part of Michael Gericke’s team at Pentagram, we partnered with The National Gallery of Art, a national art museum located in Washington D.C., to redefine the heritage and contemporary essence of the organization by establishing a unified brand identity.
The new logo draws inspiration from the timeless carved letterforms on the facades of the West and East Buildings, emphasizing “National” to foster a public sense of ownership. A vibrant, diverse color palette was developed to mirror the gallery's energy and inclusivity, resonating with both the heritage and dynamic spirit of the museum.
In this project, I contributed by sketching initial branding concepts, developing application designs, and producing comprehensive brand guidelines. Throughout the guidelines development process, I assisted overseeing brand elements across platforms, ensuring a cohesive and consistent identity. As a result, we were able to maintain a bold yet approachable aesthetic, respecting the institution's heritage while resonating with today’s audience.
ROLE: Graphic Designer
Michael Bierut, Partner
Marielle Gross, Associate Partner
Amanda Walter, Project Manager
Reid Parsekian, Graphic Designer
Cladia Mandlik & Martin Seck, Photography
Frere-Jones Type, Type Foundry Partner