(Est. 1911, formerly AMOA-Arthouse) The Contemporary Austin aspires to be the contemporary art museum for Austin and an essential part of city life. Through its unique combination of urban and outdoor sites, The Contemporary will embody an eclectic and collaborative spirit. The Contemporary Austin is the result of the transformation of a century-old museum and school, AMOA-Arthouse, into a new entity with a distinctive vision and mission to unite the museum’s two major venues, Laguna Gloria and the Jones Center.
Pentagram (Partner: DJ Stout — Austin, TX)
Like the name, the new identity system is built around a simple wordmark, a sans-serif typographic solution that spells out the museum's name in upper- and lowercase but highlights the "A" in the word Contemporary with a capital letter and a change of color. "I started my design career in Dallas, The Big D," says Stout. "And I've always called Austin The Little A. The small cap 'A' in the new logotype refers to Austin (which ain't that little anymore) but it also stands for Art, as in contemporary Art." The simple cap A can be pulled out and used by itself as an icon in some situations, like buttons and membership stickers, and the identity system also allows for an abbreviated version of the new name, The Contemporary, that drops the word Austin altogether.
Images (opinion after)
I could get behind this if the typeface selected were better. It's not a fully "contemporary"-feeling typeface to be cool, it's just… off.