The Woodmere Art Museum is dedicated to showcasing American Art that originated in Philadelphia. They came to 160over90 with the objective of creating a brand that would improve their reputation and increase their recognition among Philadelphians and tourists visiting the city. After helping the museum craft their key message and brand we were asked to create a dynamic identity for the institution.

The above logotype was one of the concepts I created. Our initial research had shown that people thought of the museum as a local gallery, not a museum housing some of Philadelphia’s most famous pieces of art. This logotype design presented a physical space, with the words “Woodmere” and “Museum” acting as the walls that housed Art. The diagonal stripe going through the logotype created a through line connecting Art to Woodmere and Museum. Alternate versions of the logo were created showing how a variety of textures could fill the type to explain that the museum houses American Art spanning many mediums and genres. Ultimately, the above logo concept was not chosen as the museums final identity.

The Woodmere Art Museum chose to go with an alternate concept we worked on, which was designed by Adam Garcia. The Woodmere’s final logo is presented below. It’s a very modern logo mark, that plays off the idea of perception and the perspective of the visitor viewing art, as well as creating a WM monogram. To expand upon the identity we created a secondary color theory of the logo for usage in tonal designs. We also created a series of patterns using the logo for end sheets in Woodmere Art Museum publications.

Created at 160over90, the team included:

Executive Creative Director: Jim Walls; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Designers: Adam Garcia & Adam Flanagan; Account Manager: Tereze Kunkel.