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Working in conjunction with a major architectural renovation and addition by Polshek Partnership, we redesigned the public face of the Brooklyn Museum. Our solution imagines the Brooklyn Museum as an alternative museum: family- rather than tourist-oriented, turning to its immediate community. The new logo is a contemporary take on the classic museum seal. The new seal changes and mutates, depending on its usage, to indicate the wide range of the Museum's collection, and their changing and dynamic programs. The concept carries through to their advertising campaign, print materials, and retail packaging, and outwardly to the comprehensive signage system in the lobby, admission, and exterior areas of the museum.