Overview
The Carnegie Art Center is dedicated to nurturing artistic, cultural, and educational experiences in the Southern Minnesota area through a rotating exhibition program, three galleries, a gift shop offering works for sale by regional artists, diverse art education experiences, performance art, community events, and private artist studio spaces. The Carnegie is an inclusive, fully-accessible space that strives to highlight artistic voices from all members of its community.
The Carnegie’s existing brand had a long-standing legacy but needed to evolve to connect with younger and more diverse audiences. Historically the brand had an inconsistent identity and were in need of a cohesive perception of the brand. The objective was to redefine the brand to resonate with these groups and reflect the Carnegie’s vibrant, community-focused mission in a way that would create brand recognition down the road.
Carnegie Art Center / Strategy + Branding
(2024)
Solution
Through extensive research and analysis, it was clear that the Carnegie needed a brand story that could embody its inclusivity and dynamic nature. Insights revealed a demand for a fresh, engaging brand narrative that could transcend the traditional, representational approach used in the past.
The new brand strategy was made to position the Carnegie as an exciting and active art-centric destination. The focus was on establishing a brand personality that was approachable, inclusive, and energetic. By speaking with care and intention, the brand has expanded to become a place the community wants to be a part of.
With a new aligned strategy, the visual identity resulted in a dynamic brand that would flex and celebrate in many ways. The new logo is an abstract representation of the letter C—loosely inspired by the building’s arches. The overlapping arches convey connection, and the varying size and color of them represent a diverse community of art. The symbol’s flexibility allows it to adapt across different mediums, such as framing artwork and creating impactful backgrounds. It was key to create a memorable mark, one people would immediately recognize. The brand uses bold, striking colors to convey enthusiasm and compassion. The typography pairs a modern typeface with a classic one, enhancing approachability and impact. The new brand is meant to invite people in and be friendly in every shape and form.
New brand guidelines were created to help the internal team implement the brand effectively. This covered strategy, voice, logo system, graphic assets, typography, and application of the brand.
The new brand was loved from the get-go. The brand launch generated immediate excitement, proving the new look was going to expand well into the future with increased engagement.
Logo Before
Logo After