"The Forum for Contemporary Art in St. Louis had come of age and needed an identity to match. KLI served on the advisory board to develop the new name: Contemporary Art Museum St. Louis. KLI then took the new name and designed and implemented a program for business papers, exhibition and membership materials, in-museum retail and architectural signage. The new identity reflects their commitment to accessibility, community and emerging contemporary art. The design resolves itself in typographic exquisiteness and proportional exactness. Architectural signage complements the space and plays out in thoughtful, discreet sign locations. A delicate balance of functionality, seamless with architecture, without distracting from the exhibitions was the essence of the minimal solution. The museum shop, MUSE, and the cafe, TEMPT, create viable, exciting destinations that enhance the Museum's sense of place and in time, their bottom line."