The new brand represents a fresh approach to design, messaging, text, and images, anchored by its new red, black and white logo.
Fitchburg State students contributed to the project, via a public relations course that was co-taught by Professor Rob Carr (Communications Media) and Fitchburg Art Museum Director Nick Capasso. The class, in 2016, centered on a rebranding exercise for the museum, wherein teams of students created new brand identities. Leaders from the art museum and the University reviewed the proposed identities at the end of the class.
“The work of this class was instrumental in sparking advanced thinking about rebranding here at FAM, and the students’ strategies were shared with our rebranding consultant, Wilcox Design,” Capasso said. “The class played a large and vital role in the ‘discovery’ phase of our rebranding partners.”
The university's partnership with the Fitchburg Art Museum includes a long history of institutional collaborations as well as membership privileges for students, faculty and staff.
The new FAM brand was ultimately designed by Wilcox Design of Cambridge, Massachusetts, under the direction of firm principal Jean Wilcox. Wilcox Design has a track record of successful identity and design work for cultural institutions that include the Solomon R. Guggenheim Museum, the Harvard Graduate School of Design, and the Rose Art Museum at Brandeis University.