CLIENT
A collection of art and culture initiatives, projects, and grant-giving bodies in Philadelphia, PA.
BRIEF
The Pew Center wanted the benefits of one unified identity but still wanted to somehow recognize its work in dance, exhibitions, fellowships, theatre, management, heritage and music. And to make it trickier, they wanted to let the initiatives still use their current names — what one describes as a challenging brief.
APPROACH
They had agreed to unite under one name, the Pew Center for Arts & Heritage, and wanted to define a clear “parent/child” relationship but somehow keep a “child/parent” relationship as well. We soon began to realize that any of the previous identity “models” were redundant and we needed to think of a new way to express this, and we started to think of the centre and its constituent parts a little like “cards” that we could shuffle and reorganize. The next step was building a uniquely fluid identity system that allows flexibility in the core mark (where you see progressively more of the initiatives) and then completely inverted logos for the divisions. For initiatives such as the Pew Fellowships we were able to utilize the uniquely modular shapes of the logos and reflect them in these designs for brochures and invites. Since the project’s launch at the turn of 2009 – 10, we’ve been applying the scheme out across stationery, animations, websites, signage, and a whole array of printed materials, including 3D metal signs.
