Everyone take cover: The Met has a new logo
Next month the Metropolitan Museum of Art in New York will introduce its new corporate identity, so why is the internet so upset?
Since moving to The Netherlands six years ago, I witnessed a lot of changes in the world of corporate identity. The city of The Hague changed its identity quite frequently I completely lost track. The Rijksmuseum, Stedelijk and Mauritshuis all dropped their iconic logos and embraced new corporate identities.
While reading about the new identity of the MET I realized something intriguing about my reception of brand new corporate identities around The Netherlands:
The typical museum identity always involves beautiful capital letters. The design screams #clean! #authority! #stability! #reliability! #timelessness! #flawless! The new identity of the Hermitage museum in Amsterdam also added #playfulness! to these values when it opened its doors to the public some years ago. Makes sense — this is what a museum is all about. And then… The Rijksmuseum introduced its new identity. What a shocker! Too modern, too unofficial and almost disrespectful in comparison to the old identity.
At the same time, the Stedelijk museum released its playful new look and I loved it! Bouncy typographical playfulness seemed totally appropriate. I was surprised to hear my designer friends explain to me why this identity doesn’t work, and argued that it’s a matter of taste — and I liked it. When the Mauritshuis revealed its new identity my partner was working at the design studio responsible for the new look. I was caught in the enthusiasm and even wrote a post about it.
As the years went by, I suddenly realized that I got it all wrong! Now, when I look at the Mauritshuis I see a safe choice of typography and color. Apart from the logo there isn’t much to it. Same goes for the Stedelijk museum — it has nowhere to develop. While the Rijksmuseum and its new identity became a synonym for effortless coolness! How strange. After a very short while my reception changed entirely.
What about the new MET identity? When so many people dislike something I get really excited — it means that the designers created something that wouldn’t loose its spark for a while. My first reaction to the logo wasn’t positive. It seemed dull — like a stamp. I could already imagine the logo decorating all the objects available in the museum shop. The design didn’t evoke strong emotions and I didn’t understand what the fuss is all about.
I had to find out more about this commission. The studio responsible for the new identity of the MET created one of my most favorite corporate identities of all time: TATE. Of course the name on the door doesn’t mean that same designers worked on the projects, but it gives a certain sense of direction. So, how bad could it actually be?
The new logo, for some reason, reminds me of the iconic LOVE sculpture. Perhaps it’s the red color or the connectedness of the letters that brings to mind the word love. Once my mind made this connection, my reception of the logo changed a bit. Suddenly my love for the Metropolitan museum and its art was evident in the two red rows of letters.
To appreciate the new identity, first let’s give the studio a chance to reveal it. Then, wait for a couple of years and decide if you love it or hate it. I can’t wait to see how I will look at it in two years’ time.
