MAD

A redesign of the Museum of Art and Design building by Brad Cloepfil of Allied Works Architecture was followed by a redesign of the museums graphic identity. Pentagram has created this new graphic identity which can already be seen throughout the city, on the side of buses, on street banners, in print ads and in the subways. The geometric-based marks are said to reflect the circles and squares present in the building's shape; its location, on Columbus Circle; and the building's iconic 'lollipop' columns retained in the redesign. The MAD acronym is such a great asset, its short, pronounceable and memorable and the design allows it to appear in different ways on different occasions. See more of the MAD on the pentagram website. Quirky typography with a playful colour palette.