The summer I moved to New York, the first stop on my culture to-do list was the Brooklyn Museum — it more than lived up to the hype. As the Brooklyn Museum celebrates its 200th anniversary, it has unveiled a refreshed brand identity as bold, vibrant, and multifaceted as the borough itself. The new logo, a sleek website, revamped signage, and a line of exclusive merch pay homage to the cultural gem’s rich history while charging into the future. But the refresh is more than a facelift, celebrating everything the Brooklyn Museum stands for: art, community, and a courageous and evolving conversation between the past and the present.
Anne Pasternak, the Shelby White and Leon Levy Director of the museum, sums it up perfectly: “We needed a new brand that meets the demands of the day, honors our rich history, and brings a whole lot of energy.” And energy is precisely what this rebrand delivers. The museum’s building—an architectural journey from neoclassical grandeur to modernist minimalism—served as inspiration. The new look blends approachable, modern sans-serif fonts with design elements that tie directly to the institution’s storied past.
Look closely at the new logo, and you’ll see dots framing the text—an ode to the ancient philosophers and playwrights whose names adorn the museum’s façade and a nod to its early days as a library. These dots pop up everywhere, from motion graphics to signage, adding a playful touch that keeps things fresh. The intertwined O’s in “Brooklyn” and the merged M’s and U’s in “Museum” symbolize connection, community, and how the museum brings together diverse voices, cultures, and ideas.
The color palette? Consider it Pantone Brooklyn. Grays echo the limestone walls of the building, balanced with bright, bold hues that shout out creativity. The effect is a reflection of the borough—gritty, colorful, and alive with possibility.
The brand reflects the Brooklyn Museum’s identity as a place where art meets education, community meets culture, and history meets what’s next.
The rebrand was brought to life behind the scenes by Brooklyn-based design studio Other Means in collaboration with the museum’s in-house team. After a year of research, collaboration, and conversations with audiences and staff, the result is a brand that reflects the Brooklyn Museum’s identity as a place where art meets education, community meets culture, and history meets what’s next.
So, the next time you’re in Brooklyn, don’t just stop by the museum—experience its brand-new chapter. Admire the kaleidoscopic colors, grab some fresh merch, or enjoy a weekend event. The Brooklyn Museum’s reimagined identity is as dynamic as the borough it calls home.
Photographs by Adrianna Glaviano.
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