ATHENS, GA.- After more than 75 years of welcoming the public, the Georgia Museum of Art at the University of Georgia is turning the page with a fresh brand identity. Developed in collaboration with international design studio Pentagram, the updated look reflects the museum’s core values — inspiration, wellbeing, discovery and curiosity — while strengthening its connection to the university and broader community.

The project began in August 2024, shortly after the museum celebrated its 75th anniversary. Led by Eddie Opara, Pentagram’s design team worked closely with museum staff and leadership to gain a deep understanding of the institution. They conducted interviews with stakeholders, reviewed existing materials and visited in person to study the museum’s place in campus life. That work led to a brand idea rooted in learning and exploration, encouraging visitors to slow down and engage with art.

At the heart of the museum’s new identity is a simple but flexible brandline: “_____ More Art.” The phrase adapts depending on context: “See More Art,” “Enjoy More Art,” “Support More Art” and more. Inspired by visitor feedback, the brandline captures a recurring theme that the museum holds more than people expect, with 22 galleries of art and roughly 20,000 works in its collection.

The new logo features a custom typeface, Georgia Facet, created exclusively for the museum. With sharp exterior angles and soft, rounded interiors, it reflects the richness and variety of the museum’s offerings. This typeface appears not only in the logo but also in headers throughout the materials. For body text, the museum now uses Aktiv Grotesk, a versatile, elegant typeface that supports over 1,300 languages.

Color plays an important role as well. The refreshed palette draws directly from the University of Georgia’s official colors — Bulldog Red, Arch Black and Chapel Bell White — along with Glory Glory from its secondary palette. Bold accents like yellow and fuchsia add a distinctive touch.

The updated branding can be seen across signage, staff apparel, print materials, gallery maps and merchandise in the Museum Shop. A website redesign is also underway in partnership with Kansas City-based firm Lifted Logic.

“The Georgia Museum of Art has recently been focusing on significantly improving access, deepening our interdisciplinary academic partnerships, enhancing our contemporary art program and expanding community engagement, and the previous brand no longer fully captured the museum’s dynamic identity,” said museum director David Odo.

“Our new brand reflects a museum that’s evolving — dynamic, accessible and deeply connected to campus life at UGA and community life in Athens and beyond. I hope the new identity invites both longtime visitors and the next generation to engage, explore and be inspired by our incredible collection and programs.”

Opara will visit the museum to deliver a public talk on September 18 at 5:30 p.m.