Layers of Custom Type and Meaning in a New Brand for Quang San Art Museum

['Kim Tidwell', 'Is An Austin-Based Writer', 'Creative Strategist With A Penchant For Dutch Painting', 'Mid-Century Typefaces', 'Portraits Any Era. She Is Currently Working On Her First Novel.'] PRINT Magazine 2025-09-09 15:00:00

Many cultural institutions have rolled out new brand identities in the past few years, often identities that have decades, even centuries of history in the public sphere. The Joslyn, the New York Botanical Garden, St. John the Divine, the Brooklyn Museum of Art, and the list keeps growing. One such example is Vietnam’s Quang San Art Museum (QSAM). QSAM’s new brand system also includes a custom sans-serif typeface inspired by the museum’s unique architectural facade. For both the wordmark and the larger brand system, this combination evokes the timelessness of the subject matter, but also the ever-evolving nature of the curated space.