Skidmore, Owings & Merrill LLP
Oakland Museum Multi-Piece Campaign/Series / Third Place: Arts

Oakland Museum Multi-Piece Campaign/Series

The Oakland Museum of California (OMCA) has served as the voice of underrepresented artistic communities for generations. Situated on the “other side of the Bay” from the more mainstream San Francisco art world, the Museum has remained a little-known architectural jewel since its creation in 1969.

In an effort to expand and refresh its presence, the Museum sought a new graphic identity that would revitalize the organization’s culture and community image. This new graphic identity would convey change, appeal to a diverse target audience, and help the organization to market itself in the competitive San Francisco Bay Area museum environment.

Just as the Museum building highlights the interplay of indoor and outdoor space, the new logo mark integrates both positive and negative space and allows for flexible applications. The new graphic identity became the foundation for a comprehensive environmental graphics, signage, wayfinding, and website rebranding program.

Re-envisioning the donor wall was one of the most important elements of the new environmental graphics program. As Linda Larkin, the Museum’s Associate Director of Development, Capital Campaign says, “In addition to providing an exciting visual element and recognizing generous contributors, the donor recognition system helped to generate an unanticipated level of enthusiasm from prospective donors to OMCA’s $63 million The Museum of California Campaign which renovated and expanded the museum.”

Since opening in Spring 2010, the Museum has enjoyed higher visiting rates and greater appeal to San Francisco Bay Area museum-goers who would not have otherwise made the trip to Oakland.

Skidmore, Owings & Merrill LLP + Oakland Museum of California.

Designers / Lonny Israel, Brad Thomas, Alan Sinclair
Photographers / Tim Griffith, Thomas Heinser
Architect / Mark Cavagnero
Associate Fabricator / Thomas-Swan Sign Company