Visual Systems

The Minneapolis Institute of Arts Identity, Identity Guidelines

Bringing an artful mission to life

A grand reopening is a grand opportunity for a new identity. Upon the completion of a gallery expansion and reinstallation that produced 50 percent more space for enjoying art, The Minneapolis Institute of Arts wanted to throw open the heavy bronze doors to visitors — old and new. It turned to its longtime partner, Larsen, to create an identity that would be both memorable and welcoming. For consistency, Larsen maintained the use of Trajan, a typeface applied in museum materials by Larsen. But for ease of use, its chiseled characters are playfully — and practically — set into four cascading lines. Nestled within the logotype is a symbol representing the museum's grand entrance. Many visitors vividly recall their first ascent of these steps as school kids — an awesome introduction to world-class art that has endured their entire art-loving lives.