A rebranding project for Massachusetts Museum of Contemporary Art
MMCA is one of the largest centers for contemporary visual art and performing arts in the United States. By offering massive space and time, the museum allows the audience to explore the artist’s working process and creative mind.
The new visual identity system of MMCA was inspired by the museum’s buildings and gallery space. It was trying to recreate the massive and steady factory structure as well as how it can be flexible to be transformed into art exhibition space. With the modular typeface and graphic elements that were developed during the process, they represent how MMCA is able to create this unconventional and immersive environment for artists and audience, and also to have the spirit to embrace all forms of art.
With the visual language, typography, colors, and other new elements. the rebrand of MMCA is able to present itself with a fresh and memorable look to its audience.