The Branch Design Museum in Richmond, Virginia, has unveiled a new visual identity. This contemporary reinterpretation of the original 1919 Tudor Revival mansion's blueprints, commissioned by Mullenlow Design Studio, visually formalizes the museum's shift in direction.
The Branch Design Museum has expanded its scope by changing its name from the Museum of Architecture and Design to the Museum of Design. The building, designed by John Russell Pope, has long been a symbol of architectural heritage. The new brand system builds on this architectural foundation while remaining flexible enough to accommodate today's creative activities.
The new logo features a sculptural B, a combination of three gabled roofs derived from Pope's original blueprint. Rotating it reveals the shape of a house, emphasizing the museum's symbolic role as a "house" of design. The slightly offset placement of the logo encourages visitors to shift their perspective, visually expressing the museum's philosophy.
“We see this not as a quiet institution, but as a brand,” said Director Christine Cavallo. “It’s significant that the 1919 building has become the identity of the museum in 2025.” The branding effort aimed to tie the building, the city, and the museum into a single narrative.
The new identity extends beyond the logo to wayfinding, signage, merchandise, and digital experiences. Based on a modular architecture, the system allows for color and component changes based on the situation. A key feature is its design, which ensures a consistent tone for both the physical and online experiences.
A sound identity, created in collaboration with Brazilian studio Evil Twin, was also unveiled. The rooflines, lattices, and arches featured in blueprints were converted into sound patterns, translating the architectural structure into music. MLDS Director João Paz explained, "Architecture and music are both built on mathematical structures," adding, "The result is as if the building itself composed the music.".
This rebranding is an attempt to reestablish Branch's position in a world where there are only about 20 design-focused art museums in the United States. Richmond is a city with a thriving art school, advertising industry, and creative ecosystem. The museum is aligning with this regional trend and transforming into an institution dedicated to all aspects of design.
Local designers believe the new identity is a fitting approach at a time when cultural institutions are re-examining their roles. Designer Colin Knight said, "A strong visual stance is persuasive," adding, "It naturally conveys the message that we are an institution that understands the language of design.".
