Cooper Hewitt Identity

Cooper Hewitt, Smithsonian Design Museum identity, custom typeface and website to accompany the expansion of the museum, which opened December 12, 2014.

The identity establishes a flexible branding system for the museum. The customized characters for the word mark was the basis for a new typeface called Cooper Hewitt. The mark was created drawn using Galaxie Polaris and was customized to the point where Chester Jenkins of Village in collaboration with Pentagram drew a full family based on the word mark's characteristics.