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Connecting art, people and ideas

Contemporary Jewish Museum Brand Identity

Company Overview

Contemporary Jewish Museum About Since its founding in 1984, the Contemporary Jewish Museum (CJM) has distinguished itself as a welcoming place where visitors can connect with one another through dialogue and shared experiences with the arts. Ever changing, the CJM is a non-collecting institution that partners with national and international cultural institutions to present exhibitions that are both timely and relevant and represent the highest level of artistic achievement and scholarship.

Mission Statement The CJM makes the diversity of the Jewish experience relevant for a twenty-first century audience. We accomplish this through innovative exhibitions and programs that educate, challenge, and inspire. The Museum’s Daniel Libeskind-designed facility enables and inspires its mission. Dynamic and welcoming, it’s a place to experience art, music, film, literature, debate, and—most importantly—people.

Core Purpose To be an engaging forum for diverse audiences where new perspectives on Jewish culture, history, art, and ideas thrive. Initial logo and tagline



Company Overview

The Building In 1994, the San Francisco Redevelopment Agency invited the Contemporary Jewish Museum to develop the historic Jessie Street Pacific Gas & Electric (PG&E) Power Substation, a 1907 landmark designed by architect Willis Polk. The CJM selected architect Daniel Libeskind in 1998 to design its new home, an adaptive reuse of Polk’s substation. In the design for the Contemporary Jewish Museum, his first commissioned project in North America, Libeskind responded to the Museum’s mission to be a lively center that fosters community among people of diverse backgrounds through shared experiences with the arts by focusing on the

Museum’s mission to be a lively center for engaging

celebratory nature of the Jewish experience.

audiences with Jewish culture. The architect based the extension’s conceptual organizing principles

Unveiled in 2005, Libeskind’s design combines

on the two symbolic Hebrew letters of “chai” (life),

the history of an early 20th-century San Francisco

the “chet” and the “yud.” From the outside, the

landmark building with the dynamism of

extension is most remarkable for its unique shape,

contemporary architecture. The 63,000 square

as well as its skin: a vibrant blue metallic steel, which

foot facility marries many of the character-

changes color depending on the time of day, weather,

defining features of the original substation with

or one’s vantage point.

bold contemporary spaces, emanating a powerful connection between tradition and innovation and

Featuring over 10,000 square feet of exhibition

reflects the Museum’s mission to celebrate Jewish

space as well as a multipurpose room, the facility

culture, history, art, and ideas within the context of

greatly increased the Museum’s space for exhibitions

21st-century perspectives.

and innovative programs in visual, performing, and media arts. At the heart of the new facility is a large

The building embodies a number of symbolic

education center, which allows the Museum to

references to Jewish concepts. Most notably,

provide ongoing education programs in conjunction

Libeskind was inspired by the Hebrew phrase

with its exhibitions for children, youth, adults, and

“L’Chaim” (To Life), because of its connection to


the role the substation played in restoring energy


to the city after the 1906 earthquake and the



Asian Art Museum The Asian Art Museum of San Francisco—holding nearly 17,000 Asian art treasures spanning 6,000 years of history—is one of the largest museums in the Western world devoted exclusively to Asian art. Once located in Golden Gate Park, the museum opened its new, expanded facility at Civic Center on March 20, 2003. An architectural gem featuring a dynamic blend of beaux arts and modern design elements, the museum’s new home is the result of a dramatic rehabilitation and adaptive reuse of San Francisco’s former main library building by renowned architect Gae Aulenti (designer of the Musée d’Orsay, Paris). The new building serves as a showcase for the museum’s acclaimed collection and exhibitions, and allows the museum to better demonstrate its long-term commitment to preserving, protecting and promoting Asian art and culture. The museum facility is approximately 165,000 net square feet, an increase of approximately 75 percent compared to the museum’s former location in Golden Gate Park. The Asian Art Museum is located on Civic Center Plaza across from City Hall and bordered by Larkin, McAllister, Hyde and Fulton streets.


Afican Diaspora Museum The Museum of the African Diaspora (MoAD) is a San Francisco based nonprofit organization that was conceived as a cornerstone of the economic and cultural revitalization of downtown San Francisco. Since it opened in December 2005 MoAD has become an anchor with its neighbors, the San Francisco MoMA, the Yerba Buena Center for the Arts, Zeum, and the Contemporary Jewish Museum, in making this dynamic cultural corridor a premier cultural destination. As a dynamic, world class institution, MoAD brings people of all ages, ethnicities and backgrounds together so they can enjoy, study and appreciate, through enriching exhibitions, public and educational programs, the culture, history and art of people of African descent within the United States and throughout the world. MoAD is uniquely positioned as one of the only Museums in the world focused exclusively on African Diaspora culture and on presenting the rich cultural products of the people of Africa and of African descendant cultures across the globe.


Company Analysis

After reviewing the competitors and analyzing the way these companies introduce themselves to the makret, the next step into the rebranding process was to think of words that would represent the past of the brand, and in opposition, the present and future of it, in order to determine the direction the brand is going to.


Visit Architectural Jewish Static Close


Present Shared experience Artistic Diversity of audiences Dynamic Open / Explanatory

Therefore, there was a process to narrow down the the amount of keywords into 5 final choices that would be the most representative of this new change:

Keywords: Arts Artists Creativity Ideas Artistic Dialogue Explanatory Shared thoughts Connect

Listen Experience Discovery Learning Opinions Jewish Heritage Identity Roots

The final keywords that represent the new face of the

Educations Open Inclusive Diversity Convergence Confluence Interaction Community Toghetherness

Final Keywords:

brand are the following:








By considering the final keywords, five moodboards were created for each one of them, what would derive in a new color scheme and imagery for the new visual communication.




Overall feeling of the company


New Brand

New Brand’s Architecture

New Brand’s Mission

The new brand’s architechture will focus on

To make the museum and exhibits, an opportunity

the humanistic approach and artistic side for its

to have a shared learning experience on jewish

communication. It will also emphasize on the open

subjects taken from a creative perspective for all

dialogue for everyone in the community.

the visitors and to provide a welcoming space for an open dialogue between all the members into the San Francisco community.


Initial logo sketches and design Exploration In order to have the final logotype, the graphic designers have a need to experiment in different directions. These were some of the logos that came from that exploration and helped me get to the final

Contemporary Jewish Museum Connecting art, people, and idea s

stage. As the humanistic approach was something I felt it was the main concept to express (in order to differentiate from with the old logo), I went first for the recreation of a paint splash combined with a sans serif type that communicated “contemporary“ or

Contemporary Jewish



A second approach was to use the word “hai“ in hebrew that means “life“ which is a simbol very representative from the jewish community and I tried to create an abstract image that combined the concepts of “heritage“ and “creativity“. A third idea came from the keyword “dialogue“ and the objective was to create an image that emphazised

Contemporary Jewish Museum Connecting art, people and ideas

shapes and color, by recreating a table with people seated in it as if they were talking. Finally, there were other attempts to play with the initials of the company and to imply through the letters, the main keywords that came out from the brainstorming process. I thought this was the most

Contemporary Jewish


successful creation and decided to keep going on that direction in order to make it impacting and recognizable.


Finished Logo

Contemporary Jewish Museum Connecting art, people and ideas

Concept The final logo consists on the abstract representation of the words “Open“, “Jewish“ and “Dialogue“ that are implied on the design of each letter. The colors were reduced to two, being blue a color that represents the jewish community and the orange expressing openess for the final accents.

Contemporary Jewish Museum Door - Welcome - Dialogue Heritage - Jewish Art - Visual - Open 16

Typefaces The typeface for the initials and the name of the

Contemporary Jewish Museum

company are set on Insignia LTD Std Roman and the typface for the tagline is Candara.

Connecting art, people and ideas


Typeface: Insignia LT Std Roman

Signature Minimum Size

Contemporary Jewish Museum

As the signature becomes smaller, it also becomes more difficult to read and recognize. The minimum

Connecting art, people and ideas

allowable size is shown below.

1.5 Inches


Finished Logo

Primary Colors Use this version whenever possible. The logo is reproduced in 2 (two) colors: Dark Imperial Blue and Carrot Orange.


RGB: 247 148 30

CMYK: 0 50 100 0

RGB: 47 85 155

CMYK: 94 74 8 1

Secondary Colors

One color logo

Use this version as an alternative choice on applica-

Use this version whenever 2-color reproduction


is not possible.

Logo Misuse The following examples illustrate incorrect use of the signature. These examples highlight common errors, but do not include all possible mistakes. Always use the signature as outlined throughout this manual.

No stretching

No drop shadows

No strokes

No single color



Use the pictures included in this manual on applications like marchandising, internal communcation and external marketing.




Business Card

Beatrice Golden Public Relations 415.762.2447

736 Mission Street San Francisco. CA 94103


Contemporary Jewish Museum Connecting art, people and ideas


Internal Launch

Digital Photo Frame


Travel Mug


External Marketing





External Marketing



Environmental Views

Wall Sign


Environmental Views



Gift Shop



Entrance Ticket


Shopping Bag





Contemporary Jewish Museum  

This is a branding book with a new identity for the museum.