ROANOKE.- The Art Museum of Western Virginia today unveiled a new distinctive logo that will represent the institution from this point forward. The institution also will change its name as of today to the Taubman Museum of Art, in recognition of the remarkable gift made to support the Art Museum by U.S. Ambassador Nicholas F. and Mrs. Eugenia L. Taubman.

The logo for the Taubman Museum of Art reflects the strong flow of the new museum through the visualization of the atrium peak as well as the symbolic emergence of the mountains. The logo incorporates a steel grey color representing the stainless steel material used in the structure and a zinc patina color representing the zinc material used throughout the building. The typography used in the logo conveys that the brand is clean, well organized and efficient. The logo evokes an overall elegant, bold and timeless feel.

“The new logo acknowledges our region and history, while at the same time reflecting the dynamic institution that the Taubman Museum of Art will be,” said Georganne Bingham, executive director of the museum. “It is modern and understated, stable yet energetic. We are thrilled to begin using it.”

The new museum name and logo are being implemented as part of a strategic branding program for the institution in conjunction with its opening of the Randall Stout designed facility on November 8. The new logo will be used on all printed materials, on signage, in advertising, and on the museum’s website. The logo was designed in-house under the direction of the museum’s marketing director, Lisa Martin.

The museum also announced that the new building’s dramatic atrium will be named in honor of the City of Roanoke’s $4 million and land contribution to the capital project. C. Nelson Harris, mayor of the City of Roanoke, was presented with a resolution by the Board of Trustees and thanked for his exemplary support of the museum during his tenure as mayor.

Dr. Charles Steger remarked that the relationship between the Taubman Museum of Art and Virginia Tech has many aspects. A group of Virginia Tech faculty and students are working with David Brown, the museum’s deputy director of art, on a “Digital Art Creative Technologies” exhibition for the museum’s opening in November. Virginia Tech also is working with the museum on educational programs, using creative technologies as a learning tool, to increase creative and critical thinking skills in pre-school through 12th grade students. In addition, the Taubman Museum of Art and Virginia Tech are collaborating on a Visiting Artist in Creative Technologies initiative to bring in artists of national and international significance for talks and workshops. “We look forward to many more collaborations between Virginia Tech and the Taubman Museum of Art as it flourishes in the years to come,” he said.

Fundraising for the new museum project continues to proceed with $54 million raised to date. In August, the museum will launch its new website, which will have online giving capabilities. Donors will be able to contribute to the capital campaign, annual fund and endowment fund on the user-friendly site. Membership has quadrupled since the museum broke ground for the new building in September of 2006. The public also will be able to sign up for membership on the new website.

Construction for the new museum is on schedule. The building’s interior is over 90% complete and the exterior is nearly 95% complete. Installation of the zinc panels on the north elevation is finished. Floors are being installed throughout the building. The travertine marble floor is being installed in the first floor auditorium and atrium, and maple flooring is being installed and finished in the second floor gallery spaces and central hall. Drywall installation continues in certain first floor spaces including the café and coatroom. Painting continues throughout the building and is nearly complete on the second floor. The second floor luminous ceiling has been installed in American art galleries A and B.