Monday, 20 October 2014
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Wolff Olins rebrands Asian Art Museum with upside-down ‘A’

Wolff Olins has created a new brand for the Asian Art Museum of San Franciso, in the USA, which uses an inverted ‘A’.

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The consultancy says the upturned ‘A’ shows the museum ‘is approaching Asian art from a new perspective’.

It adds, ‘We discovered this later, but it’s fitting: in mathematics an upside-down “A” denotes “for all”. This reflects the museum’s desire to open to a wider community and to emphasise the universal nature of Asian cultures.’

Wolff Olins’s New York office worked on the project and was appointed in 2010.

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The brand, which replaces a previous identity which was a red square with the word Asian at the bottom, is being rolled out across all touchpoints.

It will be used in the museum for the first time for the Maharaja: The Splendor of India’s Royal Courts exhibition, which opens on 21 October.

Wolff Olins says, ‘[The brand] directly reflects the museum’s bold vision and ambition to deliver stimulating, sometimes unexpected art experience and entice visitors to view art from different viewpoints.

‘It’s meant to be an attention-catching invitation to people, from art lovers to art newbies, to visit the museum and engage in this new perspective on Asian art.’

Readers' comments (1)

  • A masterstroke of branding brilliance. Good job guys.

    Tony Lorenz
    Endpoint
    London UK

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