Jewish Museum’s New Identity Harkens Back To Historic Design System [Pics]

Jewish Museum’s New Identity Harkens Back To Historic Design System [Pics]

Sagmeister & Walsh use "Sacred Geometry" to give unified meaning to a collection of 30,000 items.

Ross Brooks
  • 30 april 2014

In order to create a unique identity for New York’s Jewish Museum and attract visitors from different generations, Sagmeister & Walsh harnessed Sacred Geometry to create material across print, physical and digital mediums. The unique redesign is perfectly suited to the complex collection of more than 30,000 different objects.

Sagmeister & Walsh explained their motivations on their website:

Our goal in rebranding the museum was to connect the historic and contemporary, and engage multiple visitor generations. The new identity system we created is founded on ‘sacred geometry’, an ancient geometric system from which the Star of David was formed. The entire branding system is drawn on this grid, from the word and logo mark, to dozens of patterns, icons, typography, and illustrations.

To ensure that photography could be included as part of the system, the agency even built a processing app that converts a photo or webcam stream into a Jewish Museum illustration featuring similar geometric shapes and patterns.


The campaign features stationery, packaging, advertising campaigns, promotional materials, and the crowning glory – an immersive new website which will launch in June. In the meantime, don’t miss out on the images below.



Sagmeister & Walsh




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