Case Study: The Joslyn Museum of Art builds a flexible new brand identity with Pentagram

The Joslyn Museum of Art launches a new identity with Pentagram for its 42,000-square-foot Hawks Pavilion expansion

The Joslyn Museum of Art, a major institution in Omaha, sought to revitalize its brand to balance its historical significance with a more progressive and inclusive vision. The museum partnered with the design firm Pentagram to develop a new strategic and visual framework that would reflect its dynamic spirit and community focus as it opened a new expansion.

Pentagram created a unique identity system built around a set of custom typefaces rather than a single logo. These fonts were inspired by the museum's architecture and collections, offering built-in flexibility to convey a diverse range of experiences. The solution included a color palette reflecting the campus and, critically, incorporated glyphs for Indigenous languages. This new framework is now used across all museum signage, exhibitions, and digital platforms, resulting in a bold and impactful identity that Pentagram designed to grow along with the institution.

The Joslyn Museum of Art

Jack Becker

Executive Director and CEO