Reimagined the identity of one of the world’s largest and most prestigious art museums. Our challenge was to balance honouring its rich history with adopting an unrestrictive design approach. We started by modernising archival identity elements to preserve the museum’s legacy while bringing fresh visual energy to its brand. With a new frame symbol to capture the museum’s diverse offerings, from global artefacts to various art forms - and highlight its role as a custodian of art and culture.