Tacoma Art Museum

Client: Tacoma Art Museum Design Team: Kristine Matthews, art director; Cassie Klingler, lead designer

Ten years after the opening of their iconic building, Tacoma Art Museum reached a new milestone with the addition of a large new wing and entrance. They merged their collection of Northwest modern art with an extensive collection of Western American art. It was the ideal moment to evolve their brand. The geometry of the new logo hints at the cuts and angles that let in light to both the new and existing space, and bridges a modern and western sensibility. A small suite of logo configurations provides the Museum with greater flexibility and includes “Tacoma Art Museum” along with “TAM,” – the nickname that the community has bestowed on this cultural landmark for many years. The design accomplishes its goal of providing a cohesive identity, clear direction for museum visitors, and architectural enhancement, without upstaging the art.

“We’re delighted with the updated branding, color palette, and signage. It really completed the transformation of TAM with the grand opening of the Haub Family Galleries and renovations last fall. Studio Matthews is an inspired group and great to work with. We congratulate them on their award!” said Melissa Traver, TAM’s Director of Marketing and Communications.
TAM signage and wayfinding won a 2015 Core77 Design Awards Professional Notable honor. See our wayfinding scheme for TAM here.