The brand consultancy and corporate identity work of Wolff Olins is no stranger to courting controversy and media attention. From the ground breaking communications of its founding directors Michael Wolff and Wally Olins in the 1960s to the challenging positioning of their dynamic identity for the 2012 London Olympics. It is exciting to see that their new typographic identity for the Metropolitan Museum of Art has already attracted stirring critiques from esteemed critics prior to the deployment of the new logo. In repositioning the brand identity for the Met, Wolff Olins are participating in a deeper narrative with the brand and its target audiences. The interest and focus on the typographic led design of the new identity is testament to the impact of graphic communication on the relationships that we have with the brands that we love. Only time will tell on the success of the new brand design, however it has already positioned the museum centre stage in a media discussion about a logo.