Philadelphia Museum of Art

Paula Scher

Pentagram has designed a bold new identity for the Philadelphia Museum of Art that puts "art" front and center. Iconic and expressive, the logo customizes the letter “A” in the word “art” to highlight the breadth of the Museum’s remarkable collection with up to 200 different "A"s that represent different works in the collection. Bringing an element of playfulness to the Museum's brand identity, the mark can be modified for specific exhibitions and collections, and is endlessly adaptable.

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    Paula Scher, USA (1993)

    Paula Scher is one of the most acclaimed graphic designers in the world. She has been a principal in the New York office of the distinguished international design consultancy Pentagram...

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    • Philadelphia Museum of Art, 2014

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    Pentagram has designed a bold new identity for the Philadelphia Museum of Art that puts "art" front and center. Iconic and expressive, the logo customizes the letter “A” in the word “art” to highlight the breadth of the Museum’s remarkable collection with up to 200 different "A"s that represent different works in the collection. Bringing an element of playfulness to the Museum's brand identity, the mark can be modified for specific exhibitions and collections, and is endlessly adaptable.

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    Paula Scher, USA (1993)

    Paula Scher is one of the most acclaimed graphic designers in the world. She has been a principal in the New York office of the distinguished international design consultancy Pentagram since 1991, where she has designed identity and branding systems, environmental graphics, packaging and publications for a wide range of clients that includes, among others, Citibank, Microsoft, Bloomberg, Shake Shack, the Museum of Modern Art, Tiffany & Co, the High Line, the Public Theater, the Metropolitan Opera, the Sundance Institute and the Philadelphia Museum of Art.

    She is the author of “Make It Bigger” (Princeton Architectural Press, 2002) “MAPS” (Princeton Architectural Press, 2011) and “Works” (Unit Editions, 2017). Scher holds a BFA from the Tyler School of Art and a Doctor of Fine Arts Honoris Causa from the Corcoran College of Art and Design, the Maryland Institute College of Art and Moore College of Art and Design. A documentary on her and her work can be seen in the 2017 Netflix series Abstract: The Art of Design.

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