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’.

/j/r/g/110927_aam_images3.jpg

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.

/j/r/g/110927_aam_images3.jpg

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.’

Hide Comments (1)Show Comments (1)
Comments
  • Tony Lorenz November 30, -0001 at 12:00 am

    A masterstroke of branding brilliance. Good job guys.

    Tony Lorenz
    Endpoint
    London UK

  • Post a comment

Latest articles

Instrmnt D-01 X Risotto composite © Instrmnt and Future Positive Studio

Scottish design is “fresh, playful and exciting” in this new exhibition

Stacey Hunter is the director of Local Heroes – a new initiative which looks to dispel outdated ideas of Scottish design.

Its first exhibition and shop will take place at Edinburgh Airport’s plaza this August, and will showcase contemporary design from nine, talented Scottish designers.

We speak to Hunter about the importance of giving Scottish design a global presence, and her inspiration behind using the airport as her canvas…