LA Museum of the Holocaust

Building New Bridges

The Los Angeles Museum of the Holocaust is the oldest survivor- founded holocaust museum in the US. They boast an incredible underground facility and the architecture is award winning. One of the most unique aspects of the building is its exterior, covered in polygonal shapes and a rooftop garden.

However, the museum is in need of an update to their branding, with their current logo’s blocky shapes and muted colors, leading to a brand tone that’s very corporate, even stale. My new logo concept takes a different approach. It depicts the figures of two simple humanoid shapes entering into an embrace. The shapes are kept simple and organic, while also being elegant and modern, with their colors chosen as if to denote two people of different colors and cultures coming together in the spirit of unity. In the white space of the figure’s joined hands one can see the soft polygonal shapes found in the museum’s architecture. Together, the figures create a subtle H. The name of the museum is featured below the icons simply and clearly. A pattern derived entirely from the museum’s architecture was created to be used in all new promotional material and on rebranded items. One of its most prominent uses is on the redesigned map of the museum.

A print campaign will assist in the launch of this new brand identity, prominently featuring the new logo and pattern, alongside an image of a child skipping up to the doors of the museum. This choice was made to make the museum appear welcoming to all, as is the intention of the founders.