The Broad

A leading museum for contemporary art in Los Angeles, the Broad was founded by philanthropists Eli and Edythe Broad. The museum is known for its generous lending program which enables the sharing of art worldwide. Designed by Diller Scofidio + Renfro, the museum’s architecture employs a “veil and vault” concept, with a porous exterior draped over an interior that houses the museum’s archives.

We partnered with the Broad to translate the museum’s contemporary spirit into a full graphic identity. We interviewed key stakeholders and evaluated the museum’s unique role in the Los Angeles art world. Our research culminated in the development of a full identity system, including a unique logotype, naming, and other key visual elements. In addition, we developed the building signage, wayfinding, banners, and programming display.