Brad J. Aldridge is a designer and art director in San Francisco, CA
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The Contemporary Jewish Museum Brand Refresh

Role: Art Director and designer

When The Contemporary Jewish Museum opened it's new building in 2008 it was also given a new identity from Pentagram's Abbott Miller. Physically representing the former PG&E sub-station that now houses the museum, the logo is rigid and regal. After five years of use, though, the museum's brand needed a slight refresh.

Leading the CJM's in-house creative team, the brand was strengthened by creating a more rigid and structured set of brand guidelines; including introducing a grid system that changes based on the logo presentation, a revised color palette, and introducing more icons and symbols into the visual vocabulary.

Over the past year the refreshed identity has been introduced to projects as the museum replaced them: signage, tickets, wayfinding, street pole banners. The identity was crafted first with a mobile platform in mind: how will the colors and furniture systems eventually look on a mobile device?—knowing that a rehabbed museum website was at least a year away. Thus, as the brand began to stabilize—as the old continues to be replaced—we are articulating an energetic and bright experience that foreshadows impending digital products.

 

 

 

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 Bringing structure and uniformity to a strong, Pentagram-designed logotype.

Bringing structure and uniformity to a strong, Pentagram-designed logotype.

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