The New Museum of Contemporary Art, New York’s only museum dedicated to showcasing emerging artists exclusively, relaunched itself in an incredible new home. In a city saturated with cultural institutions, Wolff Olins was challenged to 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. In an exciting collaboration with the museum, we created an open and flexible visual and verbal identity system. It is at once instantly recognisable and constantly renewable, opening doors to future collaboration and inviting new art and new ideas.
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