The Memphis Brooks Museum of Art is experiencing a lot of change: a new name, Memphis Art Museum; plans for a new 122,000-square-foot building; and now a new brand identity, created by Pentagram.
The museum’s new logo and the letterforms in its bespoke brand typeface are drawn directly from shapes and angles found in the new building’s architecture. The letterforms can expand, contract, grow, and shrink as needed for a very wide range of applications.
From Pentagram’s website: “The identity provides a host of new colors and applications. While the typography looks eccentric, the system is actually highly controlled, and the letters are programmed to remain legible as they expand and contract.”