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.
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.’