New brand represents the museum’s commitment to digital innovation, open dialogue and collaboration

Today we are thrilled to share our new website and digital brand!

Over the past year, McMaster Museum of Art has been working closely with Toronto-based design studio Underline to create and implement a new identity for the museum. Our goal has been to develop a distinct and memorable brand that complements our forward-looking vision and mission, while also enhancing our presence across digital channels.

The need for galleries to maintain a strong digital presence is more important now than ever. From the emergence and influx of social media, to the growing field of virtual exhibitions, the industry has experienced an incredible digital pivot over the past 10 years which has created new opportunities for artists to show their work, and empowered museums and galleries around the world to develop creative digital integrations. Our new website is one important step of many as part of our long-term digital strategy. It provides an enhanced overall experience for users, and a recognizable identity for the museum. The site also prioritizes accessibility, ensuring that people of all abilities can interact with and enjoy our content.

Our new digital identity and logo embodies the many facets of who we are as a public museum: a meeting space, a hub for education, and a place for collaboration and inspiration that is actively working towards de-westernizing its collection and advancing de-colonization. The brackets in our logo are flexible and meant to expand and contrast — a visualization of our commitment to open dialogue between the museum and artists, the public, the university, and an expression of the pluralities of the museum as it stretches beyond traditional boundaries.