Pentagram partners Michael Bierut and Abbott Miller and their teams have created the new visual identity and signage program for Frick Madison, the temporary home of the Frick Collection in the former Met Breuer (and Whitney) building at 945 Madison Avenue in New York. The work is part of a multi-phase project that also includes a new brand identity framework and signage program for the Frick’s 70th Street home, which is undergoing a renovation and expansion by Selldorf Architects.
Pentagram’s identity for Frick Madison acknowledges the modernist heritage of the Marcel Breuer building with a bold, sans serif typeface called Söhne (designed by Kris Sowersby at Klim Type Foundry). The bright orange of the identity serves as a counterpoint to the deep palette of the stone and bronze materials of the Breuer building.
In the Frick Madison lobby, visitors are greeted by a 45-foot digital display wall featuring a visual prelude created by Pentagram that prepares visitors for a new experience of the collection, outside the context of the Frick mansion. The installation presents details from works in a lyrical dialogue that connects artists and cultures across time, geography and medium.
Full case study coming soon!
Photos by Zeph Colombatto.