The Forum for Contemporary Art asked us to design the identity for their new museum—the Contemporary Art Museum of St. Louis. Our idea was to combine these words into a single piece of art. The viewer can find sub words like “tempt” and “muse” that comment on the many ways art speaks to us. Much like the works of art that will inhabit the spaces in the museum, the mark challenges the viewers and demands their attention. A clean two-color design and international sizing reinforce the aspirations of this institution to be a world-class museum.

“If showed this to my mother, she would say, ‘What’s the big deal?’ but the typography is brilliantly handled; it’s amazing that you can read it so easily.”