New typographic brand identity for the Met

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.

David Osbaldestin

David Osbaldestin is Deputy Course Director of Graphic Communication at Birmingham City University (BCU) and he has taught internationally for 15 years. Through his studies at Reading University, he has developed his research in Typographic and Printing History, and is currently a PhD researcher investigating the Sanserif in Britain. A practicing typographer and graphic designer, David manages the BCU live creative agency; a student led design studio and enterprise initiative. He has recently supervised a KTP and KEEN Supervisor facilitating two European research projects in Digital Brand Design funded by the Economic and Social Research Council (ESRC), and the University of Wolverhampton. Recent papers: Birmingham’s nineteenth century printers and the use of the sanserif, The form of the book, Book History Research Network Study Day, BCU, Birmingham, December 2014. Sanserif; the face of profit, purity and power, Landmarks in Printing: from origins to the digital age, The Printing Historic Society, St Brides, London, November 2014.