The new visual identity ditches the old mark, a red square with “Asian” at the bottom, in favor of a simple letter “A.”
It’s been a rough few years for museums. The Asian Art Museum of San Francisco is no exception.
The San Francisco Chronicle reported last year that the museum was teetering on the brink of bankruptcy. Desperate to survive into the 21st century, the 45-year-old organization--which has one of the largest collections of Asian art in the world--ushered in a massive institutional overhaul. First, it restructured its long-term debt. Now, it’s restructuring its look, with the help of branding giant Wolff Olins, in hopes of broadening its appeal.
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If you're in San Francisco don't forget to visit the SF Asian Art Museum!