The McMaster Museum of Art is a public gallery in the heart of the McMaster University Campus in Hamilton, Canada. We created a new brand identity that would communicate their vision of disrupting the traditional museological narrative.

To showcase this, the new branding system is centered around having the “M” for “Museum” set in parentheses — symbols put around a word to show a remark or passage that departs from the theme of a discourse, in this case the idea of the Museum. The parentheses in the logo also expand in applications, allowing the inclusion of text or works of art that show the Museum’s engagement through inclusivity and diversification.

The new brand functions across a range of promotional collateral including brochures, posters, signage, social media, and a website.