Toledo Museum of Art Partners with Lafayette American for 2023 Rebrand

The Toledo Museum of Art (TMA) has partnered with Detroit-based creative agency Lafayette American to create a new brand and online destination for the next generation of art lovers in Toledo and across the globe. This rebrand aims to deepen the connection between the Museum and the community, while positioning it as a forward-looking, inclusive institution. 

TMA has been a cultural icon for 120+ years, and the last time the logo and visual identity were updated was in the late 1990s. The museum has enjoyed strong awareness, pride, and love in Toledo, but Gary Gonya, director of brand strategy for TMA, cited two main objectives for the Museum's need of a refreshed brand: to be more inviting and accessible to the diverse population of Toledo and to be a more vibrant and dynamic brand that feels alive and interesting on digital media. 

“We considered a range of leading design and digital agencies, but no one matched the instant chemistry between Lafayette American and TMA,” says Gary. “They brought a highly creative approach that not only spoke to our design needs, but also showed they could help us be innovative in our digital and Web3 efforts, and our overall brand communications.”

The team at Lafayette American kicked off the partnership with marketing to support the Matt Wedel: Phenomenal Debris exhibit that will run through April 2023.

“Lafayette American has sought out projects that have allowed us to make a lasting impact through our work and move brands and ideas forward,” says Toby Barlow, chief creative officer, Lafayette American. “We’re honoured and excited by the opportunity to work with such an iconic institution and be a part of propelling the museum into the future.”

The Museum rebrand is just the latest in a series of high profile brand design work from Lafayette American including the rebrand of the Detroit Opera and art and branding work for Netflix shows Archive 81 and Cabinet of Curiosities.

The rebrand is expected to launch in mid-2023.