![]() We landed on a firm by the name of Shavrick and Partners, which was briefly based in New York City and founded by David Shavrick who was the Chief Creative Director at Modem Media ages ago and doing digital work during the birth of the internet. We talked to a lot of firms in looking at the positioning, the brand and the website. We went through a really extensive vetting process of finding a firm to work with. What was your process it developing your new logo? Veer: In terms of the new logo design it reminds me of Toronto’s Museum of Contemporary Art, whose website is ironically Moca.ca. Our current website was very transactional it didn’t really allow us to engage our visitors with content…the web is really our front door. And that we are an accredited museum that has peers across the country that mount exhibitions of a national caliber.īecause of Covid, we launched a second website - which was one of Brad’s (Tuggle) brainchild initiatives. ![]() One thing we want to is unpack the fact that we are a museum. There was confusion over whether we were an art center or a museum. We had great art and programming but not many people knew about us. We kept hearing from the people who loved us was that we were a hidden gem. The main thing we realized was we have an awareness issue. We did a bunch of consumer research with public stakeholders those on the Board, in the city, in the community. One of the things we struggled with was awareness. GR: Its genesis was in some consumer research we had done. It went from the Contemporary Art Center of Virginia to the Virginia Museum of Contemporary Art, and that’s when the MOCA logo was created. Gary Ryan: Virginia MOCA became an accredited museum about 10 years ago so there was a name change. Veer: When was the last time Virginia MOCA had a brand refresh? To learn more about the rebranding campaign, I caught up with Gary Ryan for the following interview. The new branding coincides with the dynamic “Summer of Women” exhibition. ![]() The new logo spells it out with no ambiguity. The new logo also features a Bauhaus-like zigzag of transparent walls meant to communicate the modern art museum’s exhibitions are ever-changing - no permanent collection gathering dust.Īccording to Gary Ryan, Virginia Museum Of Contemporary Art’s executive director, the cutting-edge visual art space had a brand awareness issue in that locals and visitors alike were confused as to whether MOCA was a museum, gallery, or something else all together. Let’s spell this out so there’s no confusion: Virginia Museum Of Contemporary Art.Īfter more than a decade, the colorful MOCA logo with a splash of gray paint serving as the letter “o” has been replaced by a more slender design stacking the words Virginia Museum Of Contemporary Art in a rebranding campaign debuting in mid-July. ![]()
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