The goal in rebranding the Jewish museum NYC was to connect the historic and contemporary, and engage across age groups. The new identity system created is founded on ‘sacred geometry’, an ancient geometric system from which the Star of David was formed. The entire branding system is drawn on this grid, from the word and logo mark, to dozens of patterns, icons, typography, and illustrations.
Creative direction: Stefan Sagmeister
Jewish museum creative director: Roy Rub, Seth Labenz
Design assistance: Rikke Elverdam, Moritz Resl, Jan Novák, Jordan Shevell, Ellen Flaherty, Chia-Fang Wu, Sam Galvao
Art direction, design, illustration : Jessica Walsh
Website: Jessica Walsh, Morey Talmor, Claire Lin
Design, illustration, animation: Zipeng Zhu
Animation: Zipeng Zhu, Pablo Delcan, Hester Kim