Sagmeister & Walsh For The NY Jewish Museum
Rebranding an iconic and historical institution is perhaps a dream job for any creative, especially after seeing Sagmeister & Walsh's brand new execution for the New York Jewish Museum. Based on the Star of David, the entire system is drawn on a grid, from the word and logo mark, to dozens of patterns, icons, typography, and illustrations.
Our goal in rebranding the museum was to connect the historic and contemporary, and engage multiple visitor generations. The new identity system we created is founded on ‘sacred geometry’, an ancient geometric system from which the Star of David was formed. The entire branding system is drawn on this grid, from the word and logo mark, to dozens of patterns, icons, typography, and illustrations. To address photography as part of the system, we built a processing app that turns a photo or webcam stream into a Jewish Museum illustration.
Using these systems, we designed stationary, packaging, advertising campaigns, promotional materials, and an immersive new website which will launch in June. This system invites surprise and flexibility across all media, while always unified in visual language.