Freer | Sackler

The Freer Gallery of Art and the Sackler Gallery jointly comprise the Smithsonian Institution’s national museums of Asian art. In coordination with a year-long renovation effort to unite the two galleries into Freer | Sackler, 2x4 worked to update the design of their branding, environmental design, and interior and exterior wayfinding program.

Our brand guidelines create a single, cohesive brand identity for the museums centered around a newly refined wordmark, bold typographic treatments, approach to artwork and a palette drawn from works in the museum’s collection, including James McNeill Whistler’s iconic “Peacock Room.” The new system brings the brand to life through a series of large-scale banners, wayfinding and directional signage, and dynamic displays that orient and inform the visitor throughout the galleries.