Toledo Museum of Art Rebrand & Brand Identity

The Toledo Museum of Art is a free, privately endowed museum in Toledo, Ohio, founded in 1901 and home to more than 30,000 objects. Scorpion Rose's 2024 rebrand, made with Semi:Formal, replaces the 1998 identity with a T drawn from the campus footprint, solid black or a prism over the art, and swaps the old house red for colors sampled from the work on view. The old look read as a fortress, failed online and had not always welcomed its neighbors.