Identity system, signage, advertising and collateral for the Minneapolis Institute of Art. The world class encyclopaedic art museum was having trouble engaging with its community in a lasting way and wanted to develope a bolder and more consistant voice to assert itself in the city's vibrant cultural landscape. Working closely with the Museum we first tackled it's name—formally the acronym was pronounced "M-I-A" which holds the negative connotation "Missing in Action", stands for Miami International Airport, and is an English rapper. We recommended that the museum embrace the fact that they not only had a pronounceable acronym, "Mee-ah", but one that has positive meanings in cultures all over the world—Mia means "mine", "my own", and "beloved". Just saying the word encourages a connection to the museum.
We then designed the new logo mark—which reinforces the acronym be read as a word rather than spelled out—and the museum's proprietary typeface which gives them a voice too. The new identity is very much a language driven one, including statements like "Mia is Mine" and a system that pairs a verb with the logo on various applications—"Ask Mia", "Visit Mia", "Celebrate Mia", etc.
The identity is bold, pragmatic, and versatile. The width of the M in the mark is equal to the width of the i and a combined allowing for an alternate stacked logo and a pattern that reads both horizontally and vertically. Read more here.
Completed at Pentagram.
Emily Oberman, partner-in-charge and designer;
Deva Pardue and Elliott Walker, designers;
Josh Finklea, typographer.