The Jewish Museum is located in a beautiful seven-story mansion in the Upper East side of Manhattan. It is the preeminent museum in the United States devoted to art and Jewish culture. We created a new brand identity system for The Jewish Museum based on ‘sacred geometry’ by connecting the historic with the contemporary.
The Jewish Museum has a renowned collection of 30,000 objects, making it the third largest of its kind in the world, distinguished by its breadth and quality. The museum’s reach expands to a diverse audience through extensive interdisciplinary programming and contemporary exhibitions.
Our goal in rebranding the museum was to connect the historic with the contemporary and to engage multiple generations. The new identity system we created is founded on ‘sacred geometry,’ an ancient geometric system from which the Star of David was formed. The entire branding system is drawn on this geometric grid, from the word and logo mark, to dozens of patterns, icons, typography and illustrations. To address photography as part of the system, we built a processing app that turns a photo or webcam stream into a Jewish Museum illustration.
Using these systems, we designed stationery, packaging, advertising campaigns, promotional materials and an immersive new website. This system invites surprise & flexibility across all media, while always unified in a visual language.Sagmeister & Walsh, 2013