View All Comments


    • James Heaton says


      From my vantage point on the outside I cannot see the strategic imperative for which this is any kind of a tactical fulfillment. I cannot discern the principles that might support it. That does not mean they are not there, I just cannot see them.

      One explanation might be that someone wanted a new logo and he got one. That would be brand fatigue.

      The good news is that a brand is not a logo and this brand is very strong. It will not suffer much from any logo no matter how ahead or behind its time. The Met can do almost anything with its visual brand and the brand as a whole will be just fine. So this is a low stakes game.

      On a more practical level, this logo is so idiosyncratic that I can only imagine that the next director might want to change it again. That’s some expensive fun.

      On a final side note, it’s interesting that they seem to have been able to stay in the same quadrant of the graph. (We might have to redo the whole graph since many of the institutions highlighted have updated their logos since we did this.)

  1. James Heaton says

    The strategic explanation for the logo seems to be summarized in an effort to “help us expand our reach and relevance.” The whole integrated brand communications system will be rolled out in March and this will help us understand if this logo constructively contributes to that.

    Bottom line, it’s very easy to attack a logo. As I read the mostly negative reactions raging over this one I am reminded with a smile of Michael Bierut’s wonderful article Graphic Design Criticism as a Spectator Sport.

  2. James Heaton says

    More has come out about the thinking behind the new logo and this quote from the Met’s Susan Sellers in Wired jumps out: “There was no single way The Met represented itself. There were just a lot of legacy systems that were overlapping and oftentimes contradictory.” This is a near admission that they were just muddling along. The absence of a single, rigorously applied brand system is the norm even for the Met.

    This should be greatly encouraging to all those other institutions who still struggle with their visual brand.

Post a Comment

Leave a Reply

Your email address will not be published. Required fields are marked *