Say, I Like Your New Brand Identity. I Do, I Like It, SAM-I-Am
Yes, yes, the new Seattle Art Museum is a vast architectural improvement over its predecessor. No question.
But let's not lose sight of another change that's proved another vast improvement: Pentagram's reworking of SAM's brand identity.
Remember the old SAM logo? We didn't. We had to Google it. As soon as we saw it, we a) recognized it, and b) realized why it was completely forgettable. sam_logo.gif It couldn't scream “refugee from the mid-'80s” any louder — and yes, we know it probably showed up in the early '90s.
The new logo — excuse us, brand identity? Check out the stationery pictured at the top of this post, and the logo at the bottom. Pentagram's blog discusses their design philosophy for this project, and features a surplus of pretty pictures of this lovely new brand identity in action. (…)
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