MOCA GA Rebrand
The Museum of Contemporary Art of Georgia (MOCA GA) needed a new online platform to properly emphasize its leadership in the contemporary arts of the state, and showcase its programs, archives, and collection.
But before the platform could be built, the museum had to go back to scratch and refresh its core logo and brand.
As we spent time with the MOCA GA team, studying their collection and gallery space, the word "provocative" kept coming up. That prompted the recall of a key Picasso quote, "Art should be dangerous." And there was the unique angle we sought—to move the brand image of MOCA GA more to the edge, where so many of their artists and work already resided. Now we could dive in and explore that concept from multiple angles.
What emerged was a design full of suspense, a perfect concentration of the verbal and visual; a single logo using stark, bold typography with an image bar disrupting the words. Once we arrived at a solution, expanding to an expressive system came naturally.
The main vehicle was a customized typeface, engineered for a perfect balance of legibility and art.
The typeface was the perfect baton to pass to MOCA GA staff to aid them in utilizing the new brand system to propel the museum's image forward.
The new brand lent itself perfectly to interactivity and motion. We designed and built an easy-to-maintain website that showcases the museum, its collection and archives, and particularly the artists. It's highly usable and visually engaging and exciting—just like the great art it represents.
More reading: Graphic Disobedience: Armchair’s Rebranding of MOCA GA