We collaborated with The Wadsworth to renew their identity, curious in spirit and driven by the joy of sharing art with the world.

MORE THAN JUST A MUSEUM

The Wadsworth has unveiled its new brand to the world — the result of our close collaboration over the past year with an institution that holds a unique place in American cultural history. Founded in 1844, The Wadsworth has long been a space where great art lives and where conversation and progress take shape. Its founding belief — that art can shape society for the better — remains as relevant today as it was almost two centuries ago.

Our work with the museum began with a simple insight: it’s identity as an Atheneum, a place created for creativity, inspiration and dialogue, yet the name itself didn’t always make that spirit immediately clear to younger audiences.

Renaming the institution from The Wadsworth Atheneum Museum of Art to simply The Wadsworth marks the first step in making the museum even more open, welcoming, and future-facing.

This new brand celebrates the museum’s extraordinary past while inspiring the next generation of visitors, creatives, and thinkers. It is designed to give the institution the clarity and confidence to connect with its community in Hartford and far beyond. 
We're proud to have helped open a new chapter for the Museum and to see the work come to life.

Past, present and a new future for The Wadsworth

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