LPK Revitalizes the Taft Museum of Art Identity LPK develops new approachable expression to communicate diversity of museum’s collection and event offerings.
		August 21, 2007—LPK, the international design agency, working with the Taft Museum of Art, has developed an expressive new identity that portrays not only the diversity of the Museum’s collection, but also the many facets of the organization as a premier arts institution, and as a destination location. The new identity was developed by LPK on a pro-bono basis. “We pushed the envelope in the design process in order to provide a fresh perspective on art that would resonate with a variety of audiences,” noted LPK President and CEO Jerry Kathman. “The Taft Museum of Art is a world-class museum, with works comparable to museums in New York and Europe, and we wanted to celebrate that with an exuberant identity,” he continued. Lowercase, sans-serif typography, combined with a subdued, multicolor palette provides a casually elegant communication of approachability, inviting curiosity and challenging established community perceptions. As part of the identity revitalization process, LPK employed qualitative research in the form of focus groups to better understand current perceptions of the Taft Museum of Art and to better understand future opportunities with a variety of audiences. “As we celebrate the Museum’s first 75 years, we are thrilled to introduce this bold new identity. The classic yet modern look of the logo perfectly illustrates that the Taft is a place to see timeless works of art in a setting with all the contemporary amenities museum visitors want—from wi-fi and podcasts to convenient free parking and a café,” said Eric M. Lee, Ph. D., Director, the Taft Museum of Art. The new identity will be deployed beginning in September. The Taft Museum of Art will celebrate its 75th anniversary this fall.
		About LPK LPK is an international design agency where remarkable people Build Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses. The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time. With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods. LPK’s independent spirit champions a vibrant creative culture, recognized by The Wall Street Journal as a “Winning Workplace” and described by HOW Magazine as “one of the largest and most influential branding agencies on the planet.” Contact: www.lpk.com.