With one of the largest and most respected collections of Asian art in the Western world, the Asian Art Museum has long been considered San Francisco’s best kept secret. With a new leader and vision in place, the museum partnered with New York-based Wolff Olins to develop a brand that would increase its relevance to a wider audience and build a more prominent and active role for it in the art and museum worlds. In addition to the redesign of the entire visitor experience—from technology and audiovisual aids, to programming and store merchandise—Wolff Olins also designed a new visual expression for the brand. The bold, upturned, three-dimensional “A” mark reflects the museum’s new perspective and acts as an invitation to engage in Asian art and culture in new and surprising ways. The new brand makes connections across cultures, and through time; it unlocks the potential of a vast collection (spanning 6,000 years); and inspires new art and new thinking by provoking reflection, dialogue and debate. Visitors began seeing the new identity on October 21 with the launch of the museum’s latest exhibition Maharaja: The Splendor of India’s Royal Courts, curated by London’s Victoria & Albert Museum.