Detroit Institute of Arts

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 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night jazz show, and despite the DIA being many things to many different people, the old identity seemed reserved and outdated.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 preserved the DIA’s essence of awe and exploration.

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.