Pentagram’s Austin office, headed up by DJ Stout, has redesigned Nashville’s main art museum giving it a new name and brand identity. Formerly known as The Frist Center for the Visual Arts, Pentagram worked with director Susan Edwards, her team and the Frist’s executive board to rename the institution as Frist Art Museum.
This new name was introduced as a snappier, more recognisable moniker which a catchy acronym “FAM”, reflecting the museum’s family-friendly atmosphere. Having played with options such as Nashville Museum of Art or Nashville Art Museum, Stout and his team opted for the above in order to keep the Frist name – a prominent Nashville family who is a major patron of the museum.
The museum’s previous identity, which was adopted in 2001, featured a mark that was a line drawing of one of the elaborate tiles found in the building – an Art Deco style, which was popular when the museum was built in 1934. In order to retain the significance of this Art Deco heritage, Pentagram created a logotype featuring the new moniker set in an upper and lowercase sans-serif typeface called Cádiz. Although injecting modernity into this logotype, the “s” in Frist resembles the Art Deco letter “s” of the original logo.
Reproduced in black, the “s” of the logotype is highlighted in red, in a nod to contemporary artist Donald Judd’s favourite colour. In an interview with John Coplans in 1971, Judd stated, “red, other than a grey of that value, seems to be the colour that makes an object sharp and defines its contours and angles.” This choice of colour, therefore, reflects the museum’s proclivity to feature contemporary art.
- “Fear and desire for connection and the blocks to it”: artist Martine Syms on her exhibition Grand Calme
- Iggy Ldn captures beauty, power and pain in his short film, Velvet
- Art Bank Taiwan joins London Design Biennale this week, exploring cultural identity through political and social commentary
- Tiziana Jill Beck explores the identity of anonymous travellers through masks
- The new issue of Indoek brings America's oldest city to life
- Master of plasticine Kate Isobel Scott is back with a new animation
- “Go, go, go”: how DIA messed with design theory, only to improve it
- Watch the trailer for the Don't Hug Me I'm Scared, the television show
- Uber gets another new logo, gives you something to make small talk about this weekend
- Swedish design studio Amanda & Erik avoid the tropes of minimalist, Scandinavian design in their practice
- You know that great feeling of popping a spot? You'll get that from Sophie Koko Gate's new animation
- Studio Hyte's identity for iiii Magazine examines the characteristics of type, code and interaction on the web