The Brand Identity’s feature, presented by Frontify, explores Gretel’s rebrand of the Philadelphia Art Museum. The project modernises the institution’s identity while embracing Philadelphia’s vernacular culture, culminating in a redrawn griffin logo and custom Fairmount Serif typeface. The collaboration highlights strategic alignment, cultural immersion, and a shared ambition to make the museum more accessible and locally resonant.
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BP&O’s Emily Gosling reviews Gretel’s new identity for the Philadelphia Museum of Art, which reimagines institutional branding through a multi-typeface system and city-inspired design language. The project includes a custom typeface, Fairmount Serif, developed with Ryan Bugden, and revives the museum’s historic Griffin emblem. The rebrand positions the museum as open, inclusive, and deeply connected to Philadelphia’s cultural fabric.
