The Broad was established by Eli and Edythe Broad as a profound legacy, offering free access to contemporary art for everyone in the heart of Downtown Los Angeles. My rebranding focuses on heightening the "thrill of a sneak peek"—the exhilarating feeling of peering into a museum vault where world-class art is curated and preserved.
The typography is a customized version of Min Sans Stencil, with softened edges and meticulously adjusted letterforms that reflect the building's iconic 32-degree tile angle. This creates a seamless visual dialogue between the identity and the museum's architecture. The secondary color palette is inspired by the natural light that filters through the building's "veil," resulting in a collection of warm yet intensely vibrant tones that breathe life into the brand.
