When the in-house design team at Pittsburgh’s Carnegie Museum of Art learned that some visitors perceived the institution as elitist, they developed a new identity that is far more democratic and welcoming. The new identity is based entirely on type—no logo or wordmark. It’s intentionally generic, which makes sense for an institution that houses thousands of items of many different styles in its collections.
Four weights of a new rounded font, Carnegie Soft, do all of the heavy lifting. The font is friendly in a quirky sort of way: the designers call it “a utilitarian language for everyone.” Areas of flat, bright color are also part of the new identity, inspired by the large blocks of color that adorn the museum’s entrance staircase.