We chose Polymode Studio for their inclusive, collaborative approach and strong portfolio of art-focused work. As the Frye Art Museum’s sole designer, I partnered closely with their team to provide context and creative guidance to align the work with the needs of the museum.

The rebrand drew inspiration from the museum’s brutalist form, which was designed in 1997 by Seattle-based architecture firm Olson Kundig. Polymode drew design cues from the way light interacts with the building’s structure and materials to inform the new logotype and color palette. The logotype’s strong forward slash, representative of angular shadows cast by the museum’s pillars, is a visual device to highlight “Frye.” The slash provides a cohesive system under which new marks for the Frye Store and Frye Foundation would adhere to a shared structure.

The new typefaces, Murtaugh and Riggs, are a complementary duo created by Nikola Djurek and published by Typotheque. Designed to work as a team, they provide a versatile system across a variety of applications, from website body copy to exhibition signage. Slate gray and mauve, reminiscent of the polished steel of the entrance doors, were designated as the main brand colors. Extensive secondary and tertiary palettes include pastel blues, greens, browns, and purples.

The website, designed as a digital extension of the physical space, provides an architectural navigation to act as a holistic overview into the museum’s various offerings — events, browsing the collection, programs, and rotational exhibitions.

Credits

Silas Munro, Lead Partner
Brian Johnson, Supporting Partner
Randa Hadi, Designer
Jay Marol, Designer/Developer

Typeset in Murtaugh and Riggs by Typoteque.