In pursuit of becoming /u201ceveryone's museum,/u201d the renowned Toledo Museum of Art is launching a fresh rebrand created in partnership with Detroit-based creative agency Lafayette American's design practice, Scorpion Rose Studio and the design studio Semi:Formal.

The Toledo Museum of Art (TMA) came to the table with a clear request: A desire to transform while honoring its legacy as an inclusive institution of culture and community for Toledo./u00a0 The rebrand was grounded on a strategic platform: The transformative power of art is for all of Toledo. Lafayette American and Scorpion Rose Studio/u2019s (SRS) work included both strategy and a holistic design system that will help TMA continue its journey toward the kind of modern museum they strive to be /u2013 one that has its doors open to all./u00a0

When asked to describe the team in one word, Gary Gonya, Director of Brand Strategy for the Toledo Museum of Art said, /u201cRomantic. They have a big heart and they deeply believe in the spirit of humanity and creativity. They are very alive and optimistic, yet they have the experience and know-how to make things happen. This is a team you/u2019ll fall in love with./u201d

TMA, which has always been free to the public, has a multi-dimensional audience and the rebrand aims to connect everyone from neighbors and members to tourists. Uniquely located in a neighborhood setting, TMA/u2019s location contributes to its ability to be an accessible point of connection for the community. Because of this, the rebrand showcases a T icon drawn from the campus footprint, which appears in transformative capacity throughout the museum, symbolizing the ever-evolving future of art.

The design team diligently researched the history of the city and the museum itself in order to create a brand identity reflective of the community. Along with the /u201cT/u201d icon, a point of pride for the city, the branding pays homage to Toledo/u2019s history as The City of Glass, the alchemy and symbolism of glass is infused within the identity as well./u00a0

/u201cWe knew the redesign of TMA/u2019s visual identity system would need to be more than a new look. It needed to signal a change in perspective and an opening of their aperture/u2014 their commitment to quality and creating a culture of belonging,/u201d says Meg Jannott, Partner & Head of Design, Lafayette American & Scorpion Rose Studio. /u201cThe collaborative nature of this team was absolutely instrumental in this process of developing this identity system and we/u2019re collectively so proud of the outcome./u201d