Branding art museums – two case studies

Branding art museums – two case studies

By Wolff Olins


Two concise case studies on rebranding art museums in the US by international brand consultancy Wolff Olins. Find out how the identities of the Asian Art Museum in San Fransisco and the New Museum of Contemporary Art in New York were transformed, leading to invigorating staff and board members, and attracting a surge of new visitors and members.

Based on the idea of “New Art and New Ideas”, our first step was to simplify the name to loosen up the museum’s institutional feel. More importantly, this broadened their scope from the narrow definitions of an art museum to becoming recognized as a cultural hub.

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Brand International Museums Visual arts
Resource type: Case studies | Published: 2013