McMaster Museum of Art

Complete Rebrand Identity Program

2022

Underline Studio, Toronto, ON
t: 416-341-0475
e: info@underlinestudio.com
w: underlinestudio.com

Creative Director: Fidel Peña, Claire Dawson Designer: Laura Rojas, Fidel Peña Client: McMaster Museum of Art

Winning Entry: museum.mcmaster.ca

New brand identity for the McMaster Museum of Art that communicates their vision of disrupting the traditional museological narrative. The new branding system is centered around having the M for Museum set in parentheses — symbols put around a word to show a remark or passage that departs from the theme of a discourse. The parentheses also expand in applications, allowing the inclusion of text or works of art that show the Museum's engagement through inclusivity and diversification.