Pentagram rebrands Nashville art museum with 1930s-influenced logo
Pentagram's Austin studio has included an "art deco-style" letter S in this new identity for an art museum in Nashville, Tennessee, taking cues from the 1930s building it occupies.
Design agency Pentagram was enlisted to deliver a major rebranding The Frist Center for the Visual Arts, which included simplifying its name to the Frist Art Museum and designing an accompanying new identity.
The studio intended the rebrand to offer "personality" compared to its predecessor, which comprised a capitalised sans-serif typeface paired with simple graphics. "The Frist" was written in white and set against a rectangular black, with "Center for the Visual Arts" set below in smaller black letters.
To refresh this, the Pentagram team reference the history of the museum's art deco building, which has been its home since 2001. The structure was completed in 1932 as a post office and is now listed on the National Register of Historic Places.
"The goal was to give the museum a modern identity that is simple, confident, and has staying power ? that will still feel fresh and undated in 10 years ? but also pays tribute to the institution's art deco roots," said Pentagram in a statement.
The team returned to the museum's identity from when it first opened, which was later passed over in favour of a more modern interpretation, but left affixed to the front of the building when Pentagram took on the project.
The stylised S in the new identity...
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