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Amon Carter Museum
of American Art
Category: Identity
Year: 2017
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The Amon Carter Museum of American Art, located in Fort Worth, Texas, is a museum with a large permanent collection of work by American artists made in the 19th and 20th centuries.
The following identity proposal aims to frame the institution in a more contemporary light, suggesting an open space devoted to the display and celebration of work of all kinds. The square form of the mark suggests a floor plan or gallery space, with the entry acting as a kind of doorway to the west, reflecting Fort Worth’s city motto, “where the west begins.”
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Above: The C becomes active in two posters advertising artist-specific exhibits and another promoting a series of upcoming events.
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Below: Typographically-driven posters emphasize the materiality of works found in the museum’s permanent collection.