How this art museum designed its new logo to be anti-elitist

With an ultra-friendly custom typeface, the Carnegie Museum of Art is rethinking what a museum logo should look like.

Historically, art museums have positioned themselves as elite spaces. And with that often comes a certain rigidity to its design. It’s something that is mirrored in the dry identities of many legacy institutions—and something Aryn Beitz and her team at the Carnegie Museum of Art in Pittsburgh actively confronted when they kicked off a refresh of their 128-year-old hub.

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