The approach centered on reimagining the Dallas Museum of Art with a renewed sense of creative energy and public engagement, while maintaining its institutional legacy and cultural significance. The process extracted revitalized brand values that balanced the museum’s reputation for artistic excellence with its evolving commitment to interactivity, innovation, and child-friendly experiences. At the heart of the rebrand is a newly designed geometric logo. A modern sans-serif wordmark accompanied by two geometric shapes that can convet the letters DMA while also representing the architectural features of the building convey professionalism and structure, while also retaining its subtle personality and warmth. The form reflects the museum’s dual role as a respected cultural institution and an accessible, engaging space for visitors of all ages. Supporting this is a lively campaign built around playful shapes, expressive visual elements, and dynamic typographic treatments. These design choices work together to communicate the museum’s values of discovery, inclusivity, and creativity.