The New Museum of Contemporary Art is New York’s only museum dedicated exclusively to showcasing contemporary art—an adventurous, progressive institution with an internationally renowned program. The museum has relaunched in an incredible new home, designed by acclaimed architects SANAA in New York’s Lower East Side. Even prior to launch, it has been heralded as one of the most important new buildings in the city for 45 years.

We faced an exciting challenge: to create a brand that would drive the museum’s ambition to become both a world player in contemporary art and a first-choice 21st-century cultural destination. Based on the idea of “New Art and New Ideas,” our first step was to simplify the name to loosen up the museum’s institutional feel and then, more importantly, to broaden its scope to be recognized as a cultural hub.

In an exciting collaboration with the museum, we created a visual expression and identity system that features a spectrum of color and language with a logo that moves and flexes, literally, to welcome new artists and audiences to the new museum. The identity system—instantly recognizable and constantly renewable—opens the doors to future creative collaborations and invites new art and ideas.