The Mellon Foundation has partnered with Pentagram’s Eddie Opara to create a new identity that expresses in a much more impactful voice the organization’s focus on social justice and on its ongoing role as the largest funder of the arts and humanities in the US.
The always-changing logo is balanced by the solid curves and staid forms of the serifed face Joane and the sans serif Halyard. There’s plenty of variety built into the new system, and appropriately so: it can easily adapt to suggest music, dance, the visual arts and writing. The tubal M shape can be used as a signature, a frame, imagery, a window, or a pattern. It can be woven into photos or other visual art in a way that is simultaneously very present and non-intrusive.
