Minneapolis Institute of Art by Pentagram
On the eve of its 100th anniversary in 2015, the Minneapolis Institute of Art faced an interesting challenge. The world-class institution is one of the largest encyclopaedic art museums in the U.S. and a local landmark, but it didn’t feel like its audiences were personally connecting with the experience of the museum. Pentagram’s Emily Oberman and her team have developed a new name, brand identity and tone of voice for the institution that help it actively engage its community. Now known as the Minneapolis Institute of Art, or 'Mia', the museum has seen an increase in attendance, membership and fundraising. Bold, confident and friendly, the branding invites visitors to embrace the museum and truly feel that 'Mia is mine.'