A collection of art and culture initiatives, projects and grant-giving bodies in Philadelphia, PA.
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.
After lengthy discussions, and several unsuccessful design presentations, we began to realize that any of the previous identity “models” were redundant and we needed to think of a new way to express this. We started to think of the centre and its constituent parts a little like “cards” that we could shuffle and re-organize. 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.