Norton Simon Art Museum (Brand Identity)




The Norton Simon Art Museum, located in Pasadena, California, is renowned for its impressive collection of European paintings, sculptures, and South Asian art. Despite its rich history and extensive collection, the museum primarily attracts an older demographic, with many visitors being long-time art enthusiasts or academics. However, it faces challenges in engaging younger audiences and broadening its appeal.

For the rebranding, I took inspiration from the museum’s architectural structure, particularly its use of rectangular forms and linear textures. Through this design, I aimed to create a fresh, visually engaging identity that resonates with younger generations, making the museum more inviting and accessible while preserving its artistic and historical significance.

Special thanks to:
Stephen Serrato  
LogoI selected a typeface that aligns with the museum’s architectural identity and modern appeal. Inspired by the museum’s distinct structural textures and linear compositions, I chose a narrow, elongated sans-serif typeface. This echoes the rectangular grid system seen in the museum’s facade and layout, reinforcing a cohesive visual language.


Poster SeriesInspired by the museum’s architectural grid and textures, I developed a modular layout system that creates a sense of consistency across different themes while maintaining flexibility for various exhibitions and events.


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Spatial Design


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MINHYUNG EOMGRAPHIC DESIGNER
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