Bringing Learning to Life Through Art, Discovery, and Community.

The Harn Museum of Art isn’t just a place to view art—it’s a classroom, a laboratory, and a gathering space that sparks curiosity and connection. When the Harn partnered with us for a full rebrand, they wanted a visual identity that would invite engagement, reflect their deep connection to the University of Florida, and resonate with the broader community. We started by crafting a Verbal Identity that clearly defined their purpose, ambition, and commitment to lifelong learning. Then, we built a dynamic Visual Identity system, inspired by the museum’s historic logo and reimagined as a three-dimensional shape—a viewfinder into the Harn, symbolizing growth, transformation, and fresh perspectives. By emphasizing the word ‘art’ in the logo, integrating versatile brand elements, and designing a system that evolves with the museum, we created a brand that cements the Harn’s place as a cultural and educational cornerstone for UF, Gainesville, and beyond.