Identity system for the Seattle Art Museum. The museum encompasses three locations: SAM Downtown, Olympic Sculpture Park and the Seattle Asian Art Museum. Each of the sites is located at different level of Seattle’s topography. The Sculpture Park, by the water, is topographically the lowest, while the downtown museum in the heart of Seattle is in the middle range, and the Asian Art Museum is the highest, being located on a hill. The logo illustrates this relationship and unites all three by using lines that divide the words Seattle, art and museum. The linear quality of the identity is carried through the typography of the word SAM, an abbreviated form of the museum’s name that is easy to say and remember.

Design: Abbott Miller, John Kudos at Pentagram