"One of the main points of inspiration for the new identity was looking at our own history, but even more specifically at our large, imposing neoclassical building," Adam O'Reilly, the museum's director of graphic design, tells Fast Company.
"We really interpreted all of these kind of architectural moves trying to make this neoclassical building more friendly to try to develop a visual language that reflected that," O'Reilly says.
The range of grays in the new color palette are drawn from the building's limestone, and the double dots that show up throughout the brand mimic the decorative circles that separate the names of great thinkers engraved on the building's facade.
"With all the pieces we're really trying to reflect back the brand and the creativity of the museum," says Amber Luan, director of merchandising and retail strategy.
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