Northwestern’s Block Museum debuts new branding

The Block Museum's new logo on a fountain in Northwestern University

The Block Museum’s new logo on a fountain in Northwestern University

New logo, videos,
website and
social media
celebrate how
“every inch of the
museum offers a
new creative opportunity”


(Evantson, IL — 30 October 2018) Over the past few years The Block Museum of Art at Northwestern University has consistently presented its audiences with surprising and innovative projects, rooted in original, interdisciplinary research. The museum’s bold exhibitions and engagement programs stretch across time, geography and fields of study, drawing national awards and media recognition as well as loyal audiences from across the Northwestern campus, the North Shore and Chicago.

Seeking to capture the museum’s active, ever-changing nature and spirit of inquiry, the museum refocused its image this fall with a strikingly bold “B,” and a new campaign asking patrons to ponder the question: “What’s inside The Block?”

The answer: “Well, it depends on how you look.”



Lisa Corrin, The Block’s Ellen Philips Katz Director said, “Every inch of the museum offers a new creative opportunity. As The Block has expanded the possibilities of what an academic art museum can be to its campus and community, it was time for a refreshed, contemporary look and feel. We were looking for an identity that fully reflected the dynamism and active spirit of the work going on within our walls.”

The new logo
The new logo

The Block worked with a creative team at Northwestern University’s Global Marketing and Communications Office, led by Andy Madorsky, assistant vice president and chief creative officer, to achieve this goal.

As the museum has continued to grow in scope, expanding the range of its free public offerings and the depth of its creative collaborations, The Block also embraced the opportunity to reintroduce itself graphically to its visitors.

The new brand identity fittingly debuted in October alongside the opening of Up is Down: Mid-Century Experimentation in Advertising and Film at the Goldsholl Studio, an exhibition spotlighting the golden age of design and advertising in Chicago.

The refreshed graphic identity comes on the heels of a wide-ranging series of recent exhibitions that have offered audiences bold, new perspectives and discoveries:


New insights into the art and science of mummy portrait painting featuring a first-of-its-kind study of a 1,900-year-old mummy at Argonne National Laboratory.


The first art exhibition to explore the impact of the 18th-century British poet and artist on the 20th-century counterculture movement in the U.S. The companion book to the exhibition was named a Top 10 Art Book of 2017 by The New York Times.


Personal archives of the cello-playing performance artist, resulting in an eye-popping exhibition that travelled to New York and Salzburg, Austria.

Key components of the project include a new brand platform, new visual identity, new graphic elements — especially the key visual of “The B”, a new website (scheduled to launch in January 2019), and introductory video showcasing the energy, excitement and diversity of The Block’s work.

The Block's new logo rises above Evanston, IL
The Block’s new logo rises above Evanston, IL

The inspiration for the mark and tagline was derived from The Block’s current name graphic, zeroing in on the capital B in the font, and making creative use of Northwestern University’s existing fonts and colors.

“Our design team recognized that The Block didn’t need to create a mark from scratch. They cleverly extracted an idea from our existing graphic, infusing new artistry into a familiar element,” Corrin said. “Like the experience of art itself, our playful new ‘B’ is a matter of perception. It’s open-ended and invites viewers to look twice and to find meaning for themselves. We have embraced a design that celebrates the spirit of openness that is a core value of the museum.”

The design team created several permutations of the mark using reverse colors and embedding imagery within the character itself. One version overtly uses the Block “cube” to surround the letter; another version leaves it up to the viewer’s imagination. The new mark is in the eye of the beholder — itself a creative experience.

According to Corrin, one of the most enjoyable aspects of the project was exploring the What’s inside The Block? idea, leveraging a creative team of designers, photographers, videographers, motion graphics artists and writers to explore this concept in different mediums.

The Block on the beach at NU
The Block on the beach at NU

The team created different content uniquely geared to specific social platforms including beautiful photography for Instagram, conceptual renderings of the B within different environments, such as the Northwestern beach, the sky above the Evanston campus, and within a topiary.

Creative executions also included fun boomerangs for Instagram stories, an engaging video for The Block’s Facebook branding, a GIF for The Block’s e-newsletter, a printed program for The Block’s upcoming season, and a variety of branded of merchandise (notebooks, stickers, tote bags and pens), which announce the new mark to the museum’s audiences and connect thematically to the idea of What’s inside The Block?

The launch of the new website in January 2019 will coincide with the opening of the museum’s most ambitious exhibition to date: Caravans of Gold, Fragments in Time: Art, Culture and Exchange across Medieval Saharan Africa.

The exhibition will encompass eight centuries, three continents and will include more than 200 art objects sourced from Sub-Saharan Africa and its medieval trading partners in Europe, China and the Middle East.

The Block Museum of Art (The Block) is a dynamic, imaginative and innovative teaching and learning resource for Northwestern University and its surrounding communities, featuring a global exhibition program that crosses time periods and cultures and serves as a springboard for thought-provoking discussions relevant to our lives today. The museum also commissions new work to foster connections between artists and the public through the creative process.

Each year, The Block mounts exhibitions; organizes and hosts lectures, symposia and workshops involving artists, scholars, curators and critics; and screens classic and contemporary films at its in-house cinema. The museum reaches national and international audiences through its traveling exhibitions, publications and website; and houses a growing permanent collection of more than 6,000 works. The Block is always free and open to all.

Send your branding updates to Reel Chicago Editor Dan Patton,