Embracing The ‘The’
The Bronx Museum has a new visual identity by design studio, Team, unveiled with the launch of the museum’s revamped website, also designed by Team. The Brooklyn-based studio was asked to undertake the rebrand following a past successful partnership with the museum in 2019, when the studio designed and co-hosted the inaugural museum Arts Ball, positioning the museum as ”the crossroad where artists, local residents, national and international visitors meet.” The identity and website launch coincides with the reveal of new schematic plans of The Bronx Museum’s $26 million renovation, designed to increase accessibility by the award-winning architecture firm, Marvel.
Combined, the new identity, website, and renovation will work together to further The Bronx Museum’s mission to not only champion artists who are not typically represented within museums, but also amplify the Museum’s ability to educate, engage and provide a critical gathering space for the communities it serves.
“The concept hinges around the fact that The Bronx is the only borough that uses the word ‘the’,” explains Team co-founder John Clark. Accordingly, the identity embraces this article as a confident declaration of the institution’s presence and mission. The typographic framework, paired with an expressive palette, embeds the museum’s name directly into exhibitions, programs, and experiences.
Adds Klaudio Rodriguez, Executive Director of the Museum: “Our new identity gives us all the tools to strengthen our presence in The Bronx, and to highlight our incredible programming to the city at large.”
Just as the renovations will provide wider public access to the Museum, so too will the new website – which, for the first time, will provide a bilingual user experience with Spanish translations and prominently display The Bronx Museum’s rich archival material, including educational initiatives such as the Teen Council.