McMaster Museum of Art

McMaster Museum of Art · Brand Identity

Underline Studio has developed a comprehensive brand identity for the McMaster Museum of Art, establishing a cohesive visual system across print, digital, and environmental touchpoints. The identity centres on bold typography and a minimalist graphic language, featuring a distinctive monogram and curved parenthesis elements that recur throughout the museum’s communications. Applying a clean, modernist aesthetic, the project extends from exhibition posters and street-level installations to wayfinding signage and digital UI assets. The design utilizes high-contrast colour fields—notably vibrant yellow and deep black—to frame the museum's institutional messaging. This work emphasizes precise alignment and structured negative space, providing a unified presence for the campus and community space.