The main goal of rebranding the museum was to create a better appeal for Rubin’s unique and religious collections of Himalayan art. The new identity system is present in the “Endless Knot” symbol which originated from the eight auspicious symbols in Buddhism. The redesigned symbol and this particular color represents the concept of reincarnation which is regarded a main concept in Buddhist culture. It is also reminiscent of the spiral stairs in the museum.
