Studio Museum in Harlem

A New Voice for a Storied Institution

Case Study

Born out of an urgent need amid the political, social, and cultural ferment of the late 1960s, the Studio Museum in Harlem was founded in 1968 by a diverse group of artists, community activists, and philanthropists who came together to address the near-complete exclusion of artists of African descent from mainstream museums, commercial art galleries, academic institutions, and scholarly publications.

Today, the Studio Museum in Harlem brand is about amplifying this work, defining the Museum as a home and gathering place that champions and safeguards Black artists, art, and culture.

A modern building with large glass windows and concrete features stands on a city street. A red, black, and green flag with stars hangs outside, and blurred pedestrians walk on the sidewalk in front. — Studio Museum in Harlem Facade

A modern interior with multiple angular, gray staircases crossing each other, white walls, and an open seating area with wooden benches on the lower level. Large windows and high ceilings create a spacious atmosphere. — Studio Museum in Harlem Interior

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Building a System that can Scale

The goal was to create an identity that could function across platforms, contexts, and scales, and that could evolve over time without losing its character.

At the center of the work is a custom typeface, Studio Museum Black. The typeface draws from architectural forms and historical references while remaining contemporary in use. It was designed to be direct and flexible, capable of carrying curatorial writing, institutional communication, and public-facing language with equal clarity.

The broader graphic system extends this logic across print, digital, and environmental applications. Each element is designed to work together, allowing the Museum to communicate consistently while leaving room for artists, exhibitions, and voices to come forward.

The resulting system gives the Studio Museum a clear, adaptable language—one that supports its day-to-day needs while reinforcing its long-term role as a cultural institution.

Studio Museum in Harlem Brand Guidelines

Studio Museum Iconography — Studio Museum in Harlem Signage Iconography

Studio Museum Black Custom Font — Studio Museum Black

Studio Museum in Harlem Brand System

Studio Museum in Harlem Now Open — Studio Museum in Harlem System

A voice and tagline that expresses our values and mission

Studio Museum in Harlem Stationery Suite

Curling white letter paper with bold black text in the top right corner. — Studio Museum in Harlem Stationery Suite

Two white membership cards for the Studio Museum in Harlem, featuring bold black text. One card displays contact information and a members name, while the other says Founding Member below the museums name. — Studio Museum in Harlem Founding Member

A flyer on a gray surface reads, “MAKE HISTORY WITH US!” and invites people to join as founding members of the future Studio Museum in Harlem. Diagonal shadows fall across the scene. — Studio Museum in Harlem Campaign

Studio Museum in Harlem Brand Guidelines OOH Example

Studio Museum in Harlem Brand Guidelines OOH Campaign Example

Studio Museum in Harlem Exhibition OOH Example

Studio Museum in Harlem Social Media Templates

Studio Museum in Harlem Advertising and Social Media

A person carries a black tote bag with bold white text that reads, IM A Founding Member OF THE STUDIO MUSEUM IN HARLEM. — Studio Museum in Harlem Merchandise

A black umbrella on a light gray background with the words STUDIO MUSEUM IN HARLEM printed in large, translucent letters across the top. — Studio Museum in Harlem Merchandise

Studio Museum in Harlem Publication Examples

A person holds a booklet titled Lesson Plan: Coded Narratives, which features a colorful, abstract illustration on the cover. The booklet is recommended for middle school and up. — Studio Museum in Harlem Education Templates

STUDIO MUSEUM IN HARLEM CASE STUDY EMAIL NEWS TEMPLATES — Studio Museum in Harlem Email News Templates

Studio Museum in Harlem Website: Design Direction

The result is a scalable brand that expands across mediums and channels while retaining its identity.

Studio Museum in Harlem Out in the World: Street Banners

Project Credits

Client: Studio Museum in Harlem

Scope: Research, Brand Strategy, Branding, Logo & Visual Identity, Print, Editorial & Digital Design, Copywriting & Voice, Signage, Collateral, Experiential,

Typeface: Pacific and Pangram

Team: Elizabeth Karp-Evans, Adam Turnbull, Matthew Tomlin, Katy Nelson

Studio Museum in Harlem

A New Voice for a Storied Institution

Building a System that can Scale

A voice and tagline that expresses our values and mission

The result is a scalable brand that expands across mediums and channels while retaining its identity.

A New Voice for a Storied Institution