Creativity

The Morgan Library & Museum: New Identity

New York's recently reopened and redesigned Pierpont Morgan Library, which boasts a spectacular expansion by Renzo Piano, also enjoys a new identity, including exhibition graphics and signage, designed by the New York office of Pentagram. The Morgan

Published on Jun 06, 2006

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New York's recently reopened and redesigned Pierpont Morgan Library, which boasts a spectacular expansion by Renzo Piano, also enjoys a new identity, including exhibition graphics and signage, designed by the New York office of Pentagram. The Morgan Library & Museum, as it's now known, features an ID based on a single font called Dante. "The font appears on everything from the logo on the Morgan's letterhead to the labels in the exhibits," says Pentagram principal Michael Bierut, who led the redesign effort. He goes on to explain that Dante, designed in 1954 by Giovanni Mardersteig, is a 20th century revival of an Aldine type designed by Aldus Manutius for the 1495 publication of Pietro Bembo's De Aetna, a copy of which is in the Morgan's holdings. "This level of obsession about typography is unusual even by our standards," says Bierut, "but the Morgan deserves nothing less. By using a serif typeface like Dante, which is customarily used for books, we intend to reinforce the institution's commitment to literature, conservation and scholarship."

At the same time, he points out, while the formal name of the complex remains The Pierpont Morgan Library, the new museum-enhanced popular name reflects a renewed commitment to exhibitions, education and public programs. "The expectation is the name will shift to 'The Morgan,' and in applications of the signature, 'Morgan' is customarily highlighted in a contrasting color." The signage and environmental graphics are also done in Dante; letters appear pin-mounted in gold, bronze and bright red, as well as on glass and in a steel bas-relief at the main entrance. Also seen in this PDF are several ads from the "There's More to the Morgan" campaign, announcing the reopening, created by New York agency LaPlaca Cohen.

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About

Credits

Date
Jun 06, 2006
Designer:
Michelle Leong
Designer:
Tracey Cameron
Designer:
Jena Sher
Art Director:
Michael Bierut
Client:
The Morgan Library & Museum
Agency:
Pentagram New York

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