Anchorage Museum is the largest museum in Alaska, tells a multi-faceted story that weaves together cultural, scientific, historical, and artistic threads. Anchorage Museum connects people, expands perspectives, and encourages dialogue about the North and its distinct environment.
Alaska has a unique location that sits on the edge of the Arctic Circle. The new visual identity is inspired by its specific natural environments, such as glaciers and ice cubes. In the logo, the transformation from the right-angle corner to the rounded corner visually corresponds to when the ice melts. Anchorage Museum aims to bring close the relationship between people and landscape by emphasizing this geographical characteristic.
The new brand identity includes posters, website, print collaterals, booklet, custom typeface, and applications. The concept of the rounded grid is used throughout the identity system. The rounded grid is a pattern that is accumulated with rounded cubes. It is seen as a large window to reflect the story of the North. Besides, the custom typeface is designed according to this grid.