McMaster Museum of Art

Apr 2021

Underline Studio 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 a minimalist graphic language, utilizing bold sans-serif typography and distinctive curved parenthesis elements to create a consistent, modular institutional presence. Applying a clean, modernist approach, the design scales across diverse formats, from large-scale exterior wall installations and wayfinding systems to exhibition posters and apparel. The aesthetic relies on high-contrast compositions, such as vibrant yellow backgrounds paired with stark black lettering, alongside subtle, asymmetrical negative space to maintain legibility and impact. Beyond physical assets, the project includes a digital application for social media, ensuring the museum's visual identity remains functional within mobile interfaces. By integrating these elements, Underline Studio provides a unified framework for the museum to engage with its campus and community audience.

Horizontal, Commercial, Clean

Typography

Digital Media & Publishers

Advertising Campaign