The Main Museum is an institution focused on Los Angeles art and artists with a residency program at its center rather than a collection. We partnered with downtown LA’s Main Museum to launch their new visual identity, reflective of the bilingualism of Los Angeles and the museum’s goal, inclusiveness in the local community. The Main Museum has been described as a testing-site, embracing the institution’s experimental spirit.
We designed a logo for them that conveys the ongoing nature of process and experimentation by leaving distinct letterforms incomplete — a visual motif for a work-in-progress or the unfinished.
