A striking new identity for a courageous mission.
We designed a memorable and flexible new identity for the Magnum Foundation that reflects their courageous mission. A new suite of logos stand out no matter what the environment or size, and never overtake the artists’s work. We launched the new cultural brand across all channels, including their printed annual appeal and responsive website.
Flexible Logo System
The original Magnum Foundation logo encased the name in a red square, making it illegible in small sizes. We retained the red square, as a flexible element that can grow, and contain imagery or icons—and paired it with a bold, custom font that is legible in any scale. We also created a “monogram,” as an institutional shorthand.
We designed the Annual Appeal as well, creating an oversize poster wrapped in organizational messaging.
We created an elegant home for Magnum Foundation’s programs and content. The non profit website is image-heavy but never overwhelming due to a luxurious use of whitespace and elegant typography. We believe in cultural branding that supports content and does not overtake images, which you can also see in our Aperture Foundation rebrand.
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