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NEW MUSEUM:             New for a
                     New Museum
                                      The New Museum of Contemporary Art is New York City’s only
                                      museum dedicated exclusively to showcasing contemporary art.
SIX TIMES                             It’s an adventurous, progressive institution with an internationally

MORE VISITORS                         renowned program. In a city over-saturated with cultural institutions,
                                      Wolff Olins faced an exciting challenge: to create a brand that would
                                      drive the museum’s vision and ambition to become a world player in


                       New art and
                        new ideas     to simplify the name to loosen up the museum’s institutional feel.
                                      More importantly, this broadened its scope from the narrow

                                      hub. In an exciting collaboration with the museum, we created a
                                      visual expression that features a spectrum of color and language,

                                      and audiences, and announce new art and the new museum.
                                      The mantra ‘open, fearless and alive’ quickly became an invaluable
                                      tool for internal decision-making.

                     Open, fearless   The award-winning identity system captured the immediate attention,
                         and alive
                                      months after the launch, the museum attracted a 600% surge in
                                      visitors and 400% boom in new members. The New Museum – the
                                      place and the brand – continues to self-renew, opening the doors to
                                      future creative collaborations and inviting in new art and new ideas.


Wolff Olins

+44 20 7713 7733
+1 212 505 7337
+9 7144 01 9581
www.wolffolins.com                    © 2009 Wolff Olins Limited. All rights reserved.

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New Museum Case Study

  • 1. NEW MUSEUM: New for a New Museum The New Museum of Contemporary Art is New York City’s only museum dedicated exclusively to showcasing contemporary art. SIX TIMES It’s an adventurous, progressive institution with an internationally MORE VISITORS renowned program. In a city over-saturated with cultural institutions, Wolff Olins faced an exciting challenge: to create a brand that would drive the museum’s vision and ambition to become a world player in New art and new ideas to simplify the name to loosen up the museum’s institutional feel. More importantly, this broadened its scope from the narrow hub. In an exciting collaboration with the museum, we created a visual expression that features a spectrum of color and language, and audiences, and announce new art and the new museum. The mantra ‘open, fearless and alive’ quickly became an invaluable tool for internal decision-making. Open, fearless The award-winning identity system captured the immediate attention, and alive months after the launch, the museum attracted a 600% surge in visitors and 400% boom in new members. The New Museum – the place and the brand – continues to self-renew, opening the doors to future creative collaborations and inviting in new art and new ideas. Wolff Olins +44 20 7713 7733 +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.