How you modernize a world renowned institution

Gehry x Philadelphia Museum of Art… Special customized identity for the exhibition Making a Classic Modern: Frank Gehry’s Master Plan for the Philadelphia Museum of Art, launching along with new identity for the museum by Pentagram’s Paul Scher. Gehry has created four sculptural “A”s that will be featured in museum communications for the duration of the exhibition. Yet another brilliantly realized identity redesign by Pentagram and renowned designer, Paula Scher.