Gretel

Over the past 18 months, Gretel partnered with @philamuseum to create a brand as textured and dynamic as Philadelphia itself.

The new name—Philadelphia Art Museum—embraces what the city already called it: simple, casual, and approachable. A refreshed griffin bridges past and future, honoring the museum’s heritage while looking ahead.

The identity reflects the dialogue between the museum and the city around it—inside and outside, quiet and loud, gritty and witty. A suite of custom and vernacular typefaces captures the visual language of Philadelphia, infusing the institution with the character of its streets and voices.

Link in bio for the full case study. Photos courtesy of @cocohubbeling @robcusick