The National Gallery of Art in Washington, D.C., reopened to the public last week for the first time since November 2020 with a brand-new tagline: “Of the nation. For the people.” With the new tagline comes a brand-new and much more vibrant brand identity, created by Pentagram and AEA, a Beacon, NY, agency. The organization’s previous identity was ruled by a very federal palette of off-whites and grays, teamed with an overwhelmingly government-like logo.
The vibrant new identity is meant to convey diversity and inclusion, optimism and equality. Art isn’t for the educated few, it proclaims: it is for every citizen. Nine bright, almost vibrating color combinations will be used on signage, employee uniforms, banners, and marketing materials. Consistency is provided by a common typeface, used throughout the system.