CLIENT
A museum in New York City devoted to early twentieth-century Austrian and German art and design.
BRIEF
Design a new identity for the Neue Galerie, including the following elements: tickets, brochures, tote bags, note pads, and a banner for the outside of the building.
APPROACH
The inspiration for the identity is the fine art of the period. The color palette of the elements can be changed to fit every new exhibit.
The Neue Galerie in New York of early twentieth-century German/Austrian Art is part of the prestigious and highly coveted Museum Mile on the Upper East Side of Manhattan. This was a highly challenging identity project because of the specificity of the museum’s mission and collection. Early in the process, Yooin was inspired by an iconic piece from the collection: “The Kiss,” by Gustav Klimt, which features highly abstracted colors and figures. Using the abstraction of color and form as a platform, Yooin developed a modular identity to extract color from individual items in the collection to brand sub-collections or specific exhibitions. Color lightly embellishes the wordmark without overwhelming the work or message. Ultimately, this is an elegant solution because the identity follows in the decorative and expressionist spirit of artists of the collection. — Joe Marianek, instructor at School of Visual Arts
