Website Is Hub For Global Museum Without Walls
To usher in a new era as a globally operating institution, the Rubin introduces a refreshed brand identity, designed by New York City-based firms Publiq and CHIPS. Publiq developed the brand strategy, word mark, and color direction that centers on a blue palette. The refreshed logo also introduces an updated name, Rubin Museum of Himalayan Art, highlighting the Museum’s central focus.
These changes are reflected on the new website which now serves as the hub to discover the Rubin’s projects and exhibitions in this next chapter and the primary vehicle to learn about Himalayan art and the insights it may inspire. The Museum has closed its physical building in NYC and is transitioning to a new model that focuses on digital content, traveling exhibitions, long-term loans, and partnerships with artists and communities around the world.
Making a distinct departure from the red graphic identity designed in 2014, the new Rubin blue color is intended to exude tranquility and a sense of calm, referencing both minerals found in the earth and elements of paintings in the Rubin Museum collection. In Tibetan Buddhism, the color represents healing and mirror-like wisdom. It also symbolizes the air and wind, echoing the institution’s new global trajectory
The website, which was developed by CHIPS, features the updated visual identity and an approachable and distinctive new typeface, with rounded forms and a welcoming attitude. The new online presence highlights the Museum’s collection, history of innovation, and future. The outcome is an image-rich, content-driven website experience that encourages learning, discovery, and engagement with Himalayan art and the insights it may provide, as well as a central place to learn about upcoming Rubin exhibitions and projects around the world.
“As we launch our next chapter and seek to connect with new audiences around the world, we sought to refresh our brand with a name that instantly tells people about who the Rubin is,” says Jorrit Britschgi, Rubin Museum Executive Director. “This is a time of transformation for the organization, and our new website reflects the evolution of the institution while staying true to its mission. The redesigned website is the most comprehensive site for learning about all aspects of Himalayan art and we look forward to people diving in.”
