The Rubin Museum is a rebranding project that redefines its identity to reflect its focus on Himalayan art. Built on the concept of frame and emptiness, the system translates ideas from Buddhist visual culture into a contemporary graphic language. Framing elements are used to isolate, reveal, and create space around content, allowing images and objects to emerge through contrast and absence. Applied across exhibition and communication materials, the identity connects traditional concepts of perception and space to a modern visual system.
