The architecture of The Broad Museum, designed by Diller Scofidio + Renfro, was the inspiration for the rebrand.
The imagery, extended logotype, and elongated O were created from the museum’s architectural forms. The elongated O also symbolizes the long O in the pronunciation of Broad, which is pronounced [brōd] not [brawd].
The museum is named after the founders—Eli and Edythe Broad. The colors chosen also reference this husband and wife.