ATHEN (1785* – PRES O’KEEF CREAT
A – Z 19 45 ABSTRACTION ART NOUVEAU BAROQUE CUBISM EXPRESSIONISM FAUVISM IMPRESSIONISM MINIMALISM MODERNISM ROMANTICISM
SURREALISM SYMBOLISM
Although the logo isn’t the cornerstone of branding, it may be the most visible part of the process, and Pentagram’s designers dug into the research their team had done to create a new one for us. Opara is a very type-focused designer, and the team ended up creating a custom typeface just for the museum that also makes up the new logo. Known as Georgia Facet, it combines multifaceted exterior angles with soft, rounded interiors on each form, visually communicating the breadth of experiences people have at the museum and the variety of our offerings. The all-important G at the beginning of our name coincidentally echoes some legacy materials from the university, calling it to mind subtly. You’ll see Georgia Facet not just in the logo but in headers throughout our materials, including in this newsletter. Our new body copy typeface is Aktiv Grotesk, a versatile, functional, elegant sans-serif typeface that supports more than 1300 languages. It’s what you’re reading right now, and you’ll see it on our labels in the galleries, also designed by Pentagram, as we phase it in. Pentagram also created a new color palette for the museum, perhaps the clearest way to tie us more strongly to the University of Georgia as a whole.
We said, “don’t make it orange” many, many times, and although they’re not familiar with the intense rivalries of SEC football, they listened. Instead, you’ll find plenty of UGA’s Bulldog Red, Arch Black and Chapel Bell White as well as its Glory Glory, an intense, energetic red from its secondary color palette. There are other colors, too, with yellow and fuchsia available to provide a distinguishing pop. You’ll find examples of the new branding and color palette in the Museum Shop, where we’re now selling new logo items that we think you’ll love. Georgia Museum staff spent the summer implementing the new brand standards on everything from gallery maps to exterior and interior signage, T-shirts, letterhead, business cards, tablecloths, print materials and much more. They also dove into a website redesign with Lifted Logic, a firm out of Kansas City, Missouri, that remains in process as we send this issue of Facet to print. We believe that the new look and the process of thinking through who we are have set us on a solid footing as we move toward our next milestone anniversary, with our eyes always on the goal of a world with More Art.
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