Chermayeff & Geismar & Haviv has created a new graphic identity for the Hirshhorn Museum and Sculpture Garden, the Smithsonian Institution's museum of modern and contemporary art.
The Hirshhorn is the second most attended museum of contemporary art in the U.S. because of its location on the National Mall in Washington, D.C. where millions visit every year. Yet its name is relatively unknown.
We took the most distinctive aspect of the word "Hirshhorn," the three H's, and emphasized it, making a memorable wordmark. As part of the complete identity system, we redesigned the museum's magazine and created a distinctive style using vibrant colors for other publications, posters, and promotional materials.