Pentagram utilizes architectural forms to create a new visual identity for the Memphis Art Museum

Pentagram has released materials showcasing their new visual identity project undertaken for their clients at the Memphis Art Museum (formerly the Memphis Brooks Museum of Art) ahead of the completion of its Herzog & de Meuron-led expansion in 2025. The lettering and logo included in the kit derive from cross-section drawings of the new 122,000-square-foot building, which will grace the center of downtown at Overton Park. The expanded museum also forms the anchor of a wider riverfront development master plan that will reorient the commercial/cultural district. Costs for the expansion have been reported around $180 million. “We have worked with the greater Memphis community for years on our vision for a new museum, and as it begins to take shape, we are proud to see that it will be a place for community and connectivity unlike anything in our city’s history,” the museum's board president, Carl Person, told the Memphis Flyer newspaper recently about the institutional pivot. “It is tru...