Atlanta’s High Museum is renowned for its exhibitions and stunning architecture. This rebrand was inspired by the High’s ethereal presence and elegance and aims to celebrate what makes it such a beloved institution.

Design is about solving problems and iteration after iteration after iteration, and this process was no different. The new brand needed to be defined by the same qualities as the High Museum: class, formality, and a bit of flair. The color palette, typography, and graphic elements used throughout were chosen to meet that end. While not a full departure from the current High Museum logo, the new design is a more direct nod to the architecture of the museum both in structure and color choice. After these core elements were determined, the rest of the “campaign” fell into step.