All photos by Adrianna Glaviano
A cultural cornerstone of New York City, the Brooklyn Museum has revealed a striking new brand identity to mark its bicentennial year, spearheaded by Brooklyn-based design studio Other Means.
Originally founded in 1823 as the Brooklyn Apprentices’ Library, the Brooklyn Museum institution has grown to become the second-largest art museum in New York City, housing an impressive collection of over 500,000 objects.
Situated in the heart of Brooklyn, the museum’s Beaux-Arts building, designed by the renowned architectural firm McKim, Mead & White, has been a beacon of art and culture for nearly two centuries.
The museum houses a diverse range of art, including ancient Egyptian artefacts, European paintings, African sculptures and contemporary art. But its significance extends beyond its vast collection. It has played a crucial role in shaping the cultural landscape of New York City and has been a pioneer in public education and community engagement.
It’s also long been at the forefront of social and cultural movements and has hosted exhibitions that challenge societal norms, promote diversity, and raise awareness of important issues.
The brief
This new rebrand was spearheaded by Brooklyn-based design studio Other Means in collaboration with the museum’s in-house team. It involved more than a year of audience research and essential discussions with staff and key stakeholders in order to marry the institution’s rich history with a contemporary vision.
“The ways that audiences are engaging with museums are expanding, and we needed a new brand that meets the demands of the day, honours our rich history, and brings a whole lot of energy,” explains Anne Pasternak, director of the Brooklyn Museum. And there’s no better time to launch it than our 200th anniversary.”
The new identity draws inspiration from these two centuries of history. In particular, it references the building itself and its evolution from an original neoclassical design to its moves toward modernism in the 1930s to recent projects that have created more open and welcoming spaces.
Logo and typography
At the heart of the new identity is a refreshed logo featuring a modern sans serif typeface. The designers have introduced an intriguing element here: two dots bookending the logo, inspired by the punctuation framing the names of ancient thinkers on the building’s facade. This subtle nod to the museum’s literary roots (it began as a library) adds depth to the visual narrative.
The new design system showcases remarkable flexibility. The dots serve multiple functions, from motion graphics to textual elements, and can even be replaced with symbols or illustrations. A particularly clever touch is the interlocking of the double ‘O’s in ‘Brooklyn’ and the merging of ‘M’s and ‘U’s in ‘Museum’, creating a visually engaging logotype that speaks to the institution’s multifaceted nature.
Colour also plays a crucial role. A palette of greys pays homage to the museum’s limestone edifice, while vibrant, saturated hues inject a distinctly Brooklyn energy into the identity. This juxtaposition of old and new, formal and vibrant, encapsulates the museum’s position as both a historical landmark and a contemporary cultural hub.
Shining example
In short, the rebrand goes beyond mere aesthetics; it’s a thoughtful reflection of the museum’s role as a convergence point for diverse ideas, identities, and origins. It acknowledges the encyclopedic nature of the collection while emphasising the museum’s multiple roles: from educational centre to weekend hotspot.
Overall, this rebranding exercise is a great example of how a major cultural institution can reinvent itself while honouring its heritage. The Brooklyn Museum’s new identity demonstrates the power of considered design in communicating complex institutional values and history through simple, adaptable visual elements.
In other words, it’s not simply a refresh but a bold statement about the enduring relevance of art and culture in our ever-changing world.
