Entrance of the Toledo Museum of Art with banners of the new visual identity.

The Toledo Museum of Art had a goal to transform while honoring its legacy. The solution was a comprehensive rebrand, including strategy and a holistic design system, to help TMA continue its journey toward becoming the modern, inclusive museum it aspired to be. The rebrand is grounded on the strategic platform that the transformative power of art is for all of Toledo. Recognizing that art is never static but always dynamic, the new TMA identity embodies this dynamism with a multifaceted icon symbolizing the continual reframing of art history and the emerging future of art. 

Renaissance-style painting with angels and religious figures, Toledo Museum of Art logo overlay.
Toledo Museum of Art logo icon on top of various pieces of artwork.

The letter “T” icon becoming a symbol for reflecting and celebrating diverse views. It reflects the museum but also, like Toledo itself, continues to evolve, incorporating new voices and fresh perspectives. The ”T” symbol is drawn from the campus footprint, putting the museum in constant conversation with the ever-evolving future of art. 

Toledo Museum of Art business card with contact details.
Abstract design with intersecting crystal shapes and the phrase 'See Differently'

The identity is expressed through an adaptive color palette, reflecting the artwork within view. Two color fields are selected and sampled from, each expanding into three color saturation options.

Street view of posters promoting 'African Art of the Early 20th Century' exhibition at Toledo Museum of Art, featuring tribal masks and sculptures, with exhibition dates June 02 to Sept 28.
Two vertical banners on a pole with the Toledo Museum of Art logo and the phrase 'See Differently,' surrounded by autumn trees.
Curved glass walls with reflections, several large stone spheres on the floor, modern architectural interior, view of outdoor landscape through glass.
Three digital displays at Toledo Museum of Art entrance; one shows an ancient statue, another says "Welcome," and the third features a colorful glass artwork.
A-frame sign with white arrows pointing right and the word 'Café' at the bottom, placed on cobblestone pavement next to a building wall.
Stacks of white paper cups with black "Cafe" text and heart design, placed upside down on a gray surface.
Screenshot of the Toledo Museum of Art website showcasing "Matt Wedel: Phenomenal Debris" exhibition. It includes exhibition details, highlighted artworks, relevant events, resources, and a browse exhibitions section. The left panel shows an overview with a gallery image, while the right panel lists various museum resources and current exhibitions.
Person with long dark hair wearing a white hoodie with letters "TMA" printed on the back.
Tree-lined park with grass, featuring a building with columns in the background and a large red sculpture in front of it.

Lafayette American

Agency

Cannes 2024: Rebrand of Existing Brand — Bronze Lion

D&AD 2024: Rebrand—Yellow Pencil

Ad Age Breakthrough Brands—Best Design/Branding of the Year

AIGA 365 Year In Design—Winner

2024 AdAge A-List Creativity Awards: Best Rebrand—Finalist

The One Show 2024

MUSE Design Awards 2024—Gold

Communication Arts 2024 Design Annual—Award of Excellence

National ADDY's—Silver (Integrated Brand Identity Campaign)

Toledo ADDY's—Bronze (Logo Design)

Toledo ADDY's—Gold (Integrated Brand Identity Campaign)

Toledo ADDY's—Judges Choice (Integrated Brand Identity Campaign)

2024 Gold Clio

Awards