The historic Detroit Institute of Arts is one of the central jewels of Detroit. The museum has earned both local and nationwide respect for its collection of pieces that represent a full spectrum of art across many cultures, times, and places. The experience of walking into the DIA feels as much like walking into a grand cathedral as it does to swimming through a bright coral reef filled with life. The essence of the DIA is at this intersection of awe and exploration. The DIA is also an afternoon school field trip, a first date, or a late night jazz show, and despite the DIA being many things to many different people, the old identity seemed reserved and outdated. Our task was to design a refreshed identity system that preserves not only the DIA’s cathedral-like magnificence, but also it’s spirit of childlike discovery.

The refreshed identity positions the DIA as a neutral container where diverse art, culture, and experiences can flourish. The DIA lives between sophisticated & accessible, classic & modern, and creates unique connections between people and art.

This project was done in collaboration with︎︎︎Thomas McElmeel & ︎︎︎LaSean Marie Patton.