In their own words
It’s art, but it’s also life. It’s a museum, but it’s also a community gathering place.
It highlighted that the Norton isn’t simply competing with other museums. It’s competing for people’s leisure time.
The brand idea had to hold both – the institution and the life happening around it. ‘Where art meets life’ sounds simple because the truth it’s based on is undeniable.
There's a version of this project where you lean into the gravitas, the architecture, the collection and the history... The brand idea had to hold both the institution and the life happening around it.
Articles & interviews3
- Koto rebrands Norton Museum around art-meets-life identity
Koto rebranded the Norton Museum of Art around the positioning line "Where Art Meets Life," presenting the West Palm Beach museum as an accessible community destination as well as an arts institution. The identity combines a custom heritage-inspired serif wordmark, Sharp Type's Centra No. 2, a revived Diana seal and a 40-degree slash motif. An adaptive colour system samples tones from displayed artworks across applications including posters, maps, advertising and the website.
- Koto revives an 80-year-old wordmark to rebrand Norton Museum of Art
Koto has rebranded the Norton Museum of Art in Florida, reviving an 80-year-old wordmark and seal to bridge the museum’s historical legacy with a contemporary identity. The new system draws from Florida’s landscape and the museum’s architecture, using Centra No. 2 type and a dynamic color palette to reflect the institution’s dual nature as both cultural landmark and community hub.
- Koto rebrands the Norton Museum of Art with an identity where art truly meets life