Project Type

Advertising and Branding

Date

May 2025

A conceptual rebrand for the New Museum in New York City. As an institution dedicated to contemporary art, the New Museum is in a constant state of evolution; responding to new artists, ideas, and cultural shifts. This project proposes a fluid visual identity system: instantly recognizable yet endlessly adaptable. The identity features generative, programmed forms driven by name input, alongside a dynamic monogram that shifts while maintaining coherence. Explore the line generator below.