Introducing the New DMoC Brand
The Design Museum of Chicago has been around for 10 years although one could argue it’s the best kept secret in the city. The objectives of this rebrand are as follows: to increase awareness of the museum for people inside and outside the design community, to build curiosity, meaning and participation with the museum, and to create a memorable brand expression for people to experience and own. In addition, to better align the brand with their purpose: celebrate the breadth of design, creators and disciplines, contextualize the significance of design throughout society, and connect diverse cultures and perspectives within the broader design ecosystem in Chicago and beyond.
The inspirations for the new brand identity system:
The Bauhaus movement had such a profound influence on art, architecture, graphic design, interior design, industrial design, fashion and typography globally and parallels the aspirations of the Design Museum. The Bauhaus study on shape and color also was of interest. Squares are one of the most common shapes in man-made objects. They can be used to suggest stability and truth. Squares are considered to be one of the most honest shapes because of their mathematical and visual simplicity. But more importantly, in 1937, Chicago became the birthplace of The New Bauhaus.
The structure of Chicago. An aerial view of the city shows the interconnectivity of streets, thoroughfares, blocks and diverse communities as flat. The grid is one of the great organizing principle and structural element used in all facets of design and a true reflection of the character of this city.
In celebration of our 10th anniversary, we asked 10 artists who have partnered with DMoC over the years to interpret the new identity, displaying their creative strengths.
Left to right, top down, they are: Ben Blount, Bryana Bibbs, Cody Hudson, Edra Soto, Elloo, Jordan Mozer, Matthew Hoffman, Penny Pinch, Reina Takahashi, and Won Kim.
Artist Interpretations
Design is everywhere. It influences our lives every day — how we live, work, and engage in our communities. Design has a social purpose and civic value. Through graphic, visual, audio, and performance, we bring design to life, making it interesting, approachable, tactile, engaging, real. It has clear intent and function.
The Design Museum offers exhibits and experiences that explore how design changes the human condition in planned and often surprising ways. We connect industry professionals, designers, artists, students, our partners, and first-time design enthusiasts to create one community. The Design Museum of Chicago has a distinctive place among Chicago cultural institutions. From this gallery space in the heart of downtown to our pop-up exhibitions in various communities across the city, we’re expanding what it means to be a museum.