Milwaukee Institute of Art & Design...  MIAD

Rebranded by Chermayeff & Geismar

When Robert Rindler arrived in August 2005 as new President of this school, one of his first acts was to call on his friends at Chermayeff & Geismar, including his former student Sagi Haviv as well as Ivan Chermayeff and Tom Geismar.  Rindler knew them well; in his previous job, as Dean of Cooper Union's School of Art, he had hosted a major show of Chermayeff & Geismar's historic body of work.

The Institute's brand was elegant... but so, so dull. New life was clearly needed.

The designers respected their client's commitment to the name "MIAD," pronounced MY-AD, which in Milwaukee co-exists comfortably with the art museum's MAM. To help make the name 'read' better, they stacked the two syllables (in hand-drawn type), and enjoyed the jazzy negative spaces. The primary color palette adds more juice.


The new mark will launch May 2, 2006.

Credits:
Design:  Chermayeff & Geismar
                (Sagi Haviv, Ivan Chermayeff and Tom Geismar, designers)
For MIAD: Robert Rindler, President