Underline developed a new brand identity for the Art Museum at the University of Toronto, uniting two existing galleries under one cohesive visual system. The identity centers on an angled logo aligned with Toronto’s street grid, symbolizing the museum’s connection to both the university and the city.
The Brand Identity interviews Toronto-based Underline Studio, founded by Fidel Peña and Claire Dawson, discussing their philosophy of simplicity, collaboration, and intelligent design. They reflect on projects for clients like Google, YouTube, and the University of Toronto, including the Art Museum identity and Scarborough Town Centre rebrand. The conversation highlights their focus on clarity, custom typography, and meaningful creative partnerships.