NortonSimon Museum — wangzilab

PLAYGROUND

003—Norton Simon Museum Rebrand
Logo, Identity Poster, Web, Phone, Campaign Poster, Campaign Products, ID Card, Brochure

Logo Animation

Mission Statement

To cultivate sustained encounters with art for culturally curious visitors seeking depth, reflection, and dialogue across time.

Vision Statement

In a culture of endless scrolling, the museum becomes a place to pause—where time expands, attention deepens, and every artwork invites you to stay.

Logo Design

The two lines leaning toward each other represent an ongoing dialogue—both among audiences and between viewers and the artwork.
The two curved lines also refers to the paths inside the NSM’s garden. The “path” on the top goes all the way across and off the square also refers to the openness that NSM wants the audiences to feel.

The main idea of this concept is the belief that meaning is co-created. The Norton Simon Museum fosters dialogue between art and audiences, positioning art as a living conversation shaped by curiosity, shared reflection, and interpretation.

Brand Voice

Color & Graphic Elements

Identity Posters

Applications

Campaign

Set within the calm of the gardens, this campaign invites visitors to begin their experience outdoors—slowing down, observing, and building connections of themselves with the nature and the artworks. The journey blurs the boundary between nature and art, transforming the act of visiting into a continuous dialogue between the outside world and build their interests of coming to the Norton Simon Museum.

Within the quiet of the gardens, mirror-silhouettes of iconic artworks bridge the gap between the natural world and the museum’s collection, inviting visitors to see themselves as part of the frame.

Brand Book