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06.19.13

Oklahoma Contemporary identity

Identity, Consumer

Saffron Brand Consultants launched a new brand for Oklahoma Contemporary, a museum in Oklahoma City formerly known as the City Arts Center. The brand was developed following a six-month project aimed at increasing Oklahoma Contemporary’s profile as a cultural destination.

“For any arts center, you’re always faced with the challenge of making sure that the art and exhibitions shine, while also creating a platform for the institution to express itself and have some personality of its own,” notes Saffron designer Nick Sims. The brand idea for Oklahoma Contemporary was Creative Connections—connecting the local community with contemporary art, connecting art with the individual and hosting the conventional alongside the unfamiliar. With this in mind, Sims explains, “We created a logotype which, at its simplest, was a set of gridded letterforms, but at its most expressive, was a space to interact, reveal and connect with the artwork. With this as a platform, we then began to develop a visual language where each of the elements was connected and linked, creating both an interesting and recognizable visual identity and a useful aid for leading the viewer to key information.”

Sims added, “Overall we’re very pleased with the results. It’s given the institution a platform to express themselves that can be both quiet and unobtrusive, but also very bold.” The identity will be brought to life across Oklahoma Contemporary’s communications and the built environment, including a new museum building due for completion in 2014.

Nick Sims, designer; Ian Stephens, creative director; Sahil Sachdev, strategist; Saffron Brand Consultants (New York, NY), design firm; Oklahoma Contemporary, client.

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