national museum of puerto rican arts & culture

The Museum of Puerto Rican Arts & Culture wanted to create a unique logo and brand to commemorate two anniversaries: the 20th year since the museum’s founding, and the 25th year of the iconic Puerto Rican flag sculpture on Chicago’s Division Street.

The existing logo, seen below, prominently features the red and sky blue of the Puerto Rican flag, the unique steeple of the museum’s architecture, and a representation of the PR flag itself. The aim of the new visual brand was to allude to these existing elements, albeit in a more contemporary style, while clearly conveying the 20 and 25th anniversaries with great pride.

The new visual brand juxtaposes the strong traditional lines of the museum’s iconic tower with a bold, abstract Puerto Rican flag inspired by the sculpture on Division St. Vivid red and sky blue distinctly denote the colors of Puerto Rico, and both Spanish and English are used in representation of the diverse community of Chicago’s Humboldt Park, where the museum and flags reside.

As 20 is the platinum anniversary and 25 that of silver, silver foil was incorporated in various print collateral, like the business cards, and silver enamel pins were designed to be given as gifts at museum events.