MODE is excited to announce completion of the visual identity and temporary website for the Bechtler Museum of Modern Art. The museum, dedicated to the exhibition of mid-century European modernism, houses the collection of the Swiss-born Bechtler Family. With works from Giacometti, Miro, Tinguely, Picasso, Warhol, Degas to name a few, the museum will be located uptown in the Cultural Campus and was designed by internationally-acclaimed architect Mario Botta. The building is only Botta’s second in the United States with the SFMoMA being the other. For the museum’s identity we focused on the strong geometry prevalent in Mario Botta’s work, more specifically the square, a unit found throughout footprint of the building which was used as the basis of the mark and feels very much at home within the space. Set in the official color of Switzerland (PMS 485) and paired with a restrained use of typography it alludes to the heritage of the Bechtler family while remaining clean and consistent in contrast to the breadth of visual styles found in the art collection.

The identity and temporary site has been part of a larger, comprehensive branding strategy we have been working with the museum on over the past year. Additionally, we have been working closely with the Bechtler team on the experience itself focusing on interior and exterior signage and wayfinding, research regarding interactive tours, digital displays and merchandising standards. Lastly, to round out the museum’s launch we are working on a variety of marketing collateral, advertising and the design and development of the permanent website.

Some very busy months ahead, but ones in which we are excited for, as we anxiously await the opening 01.02.2010 and the addition of Modern Art to Charlotte.