Museum of the Moving Image
- Branding & Strategy
- Signage, Wayfinding, Website & Interactive
- Museum attendance more than doubled post-rebranding
The Museum of the Moving Image, located in the storied Astoria film studio complex, was the first institution in the US to be solely dedicated to the art of film and media. As the museum embarked upon an extensive overhaul that included renovation of the existing building and construction of a new 65,000 square-foot extension, Karlssonwilker was commissioned to take on the museum’s rebranding.
Our team worked closely with the museum director and the architect for this project, Leeser Architecture, to create a visual identity that complemented and supported the building's form language. The facade features a surface pattern of thin triangular panels that are mounted on an underlying support structure, allowing light to filter through. This texture became the starting point for the typography that resulted in three fonts and extended to the museum’s logo, wayfinding, marketing materials, exhibition text, and exclusive merchandise for the store. We created this system with the in-house design team in mind, making it easy to implement across a variety of mediums by utilizing the three different typographic voices. We also designed the museum's new website and large-scale audio-video projections for the opening event.
As the natural light changes, so does the atmosphere of the Museum’s interior.
The building’s paneled exterior was the starting point for the typography.
We used three custom headline fonts for the typography, which extended to the Museum’s logo, marketing materials, exhibition text, and exclusive merchandise for the store.
To inaugurate the Museum’s new 50-foot-long Herbert S. Schlosser Media Wall we created the audio-video projection “Vicissitudes.”