I must confess, it is still not my favorite. I can understand your desire to draw from the Miller House. However, that green color seems totally foreign to the local environment. One problem I have with these green shades is that they are alien and artificial. They draw nothing from the local context. Green can work. For example, if it created a reference to an agricultural feel. New York City did a great job of this with the green/yellow scheme for the cover of their “Street Design Manual”

http://www.nyc.gov/html/dot/html/about/streetdesignmanual.shtml

(By the way, note that the graphics used on that cover, while nominally urban, also work as modern takes on agricultural themes and indeed that is one of the key initial impressions they give. Very nice work).

I also think the dark green color on the stop light and street light masts in the Wholesale District is perfect for the city. But there is nothing “Indianapolis” in that PMS 368 color at all.

On the other hand, let me echo Craig’s sentiments about the logo itself, and the magazine design. The use of powerful, masculine fonts that are nonetheless modern is exactly the type of logo I think we need. And the red color scheme on the right panel above I think is right on. That’s a great color. Ultimately, if the green is limited to a special exhibit color for the Miller House and isn’t going to feature prominently as a permanent branding color for the IMA, I think that’s fine.

The use of off the shelf fonts is enough to prompt the question as to why it was necessary to call someone in New York for this. I like the logo. It’s very solid and can hold its own with just about anything. But it’s not groundbreaking or anything.

On the other hand, I don’t share Craig’s view on Hoosiers who left. Perhaps it’s self-serving since I’ve spent long times away from Indiana myself, but in an ever more networked world, a disapora network is critical to civic success. That means more than hiring famous ex-pats, however.

And the IMA has just cause to be skeptical of hiring local. The building expansion reminds of why every day. There is a lot of local design talent, people who could hold their own in much larger cities. Unfortunately, this is rarely the talent that is given the opportunity to carry out prominent local commissions. Instead, the work invariably goes to the person with the best connections. The results are generally workmanlike and competent, but that’s the best that can be said for them.

On a related topic, while I’m far from the most plugged in in these circles, I’m detecting an ever greater degree of dissatisfaction among those very talented designers and such who have made a home in Indiana, but aren’t being given the opportunity to showcase their talents while time and time again we see money spent on either the subpar or the out of towner. I’m not sure all the reasons, but both the Ballard administration’s approach to the creative sector (and let’s face it, as a Republican, he’d have large headwinds to overcome with that community in the best case) and the economy are factors in causing more than a few of those people who chose to take a stand in Indy to rethink their commitment to the city.

Within the last few months I’ve heard multiple people who I respect as being near the top of their respective creative fields tell me they are either committed to leaving when they are able, or are seriously considering it. I take some of this with a grain of salt. How many people actually moved to Canada when GWB was elected? But it would take less than we think for years of hard won gains in the local creative sector to be lost.

It well past time for the Indianapolis to show that there is some actual substance to this notion of wanting to attract and retain the creative class by actually taking seriously and using the very real creative talent it already has – while it still has it.

Someone else said it much better about 2,000 years ago:

For the kingdom of heaven is as a man travelling into a far country, who called his own servants, and delivered unto them his goods.

And unto one he gave five talents, to another two, and to another one; to every man according to his several ability; and straightway took his journey.

Then he that had received the five talents went and traded with the same, and made them other five talents.

And likewise he that had received two, he also gained other two.

But he that had received one went and digged in the earth, and hid his lord’s money.

After a long time the lord of those servants cometh, and reckoneth with them.

And so he that had received five talents came and brought other five talents, saying, Lord, thou deliveredst unto me five talents: behold, I have gained beside them five talents more.

His lord said unto him, Well done, thou good and faithful servant: thou hast been faithful over a few things, I will make thee ruler over many things: enter thou into the joy of thy lord.

He also that had received two talents came and said, Lord, thou deliveredst unto me two talents: behold, I have gained two other talents beside them.

His lord said unto him, Well done, good and faithful servant; thou hast been faithful over a few things, I will make thee ruler over many things: enter thou into the joy of thy lord.

Then he which had received the one talent came and said, Lord, I knew thee that thou art an hard man, reaping where thou hast not sown, and gathering where thou hast not strawed:

And I was afraid, and went and hid thy talent in the earth: lo, there thou hast that is thine.

His lord answered and said unto him, Thou wicked and slothful servant, thou knewest that I reap where I sowed not, and gather where I have not strawed:

Thou oughtest therefore to have put my money to the exchangers, and then at my coming I should have received mine own with usury.

Take therefore the talent from him, and give it unto him which hath ten talents.

For unto every one that hath shall be given, and he shall have abundance: but from him that hath not shall be taken away even that which he hath.

And cast ye the unprofitable servant into outer darkness: there shall be weeping and gnashing of teeth.

I’ll echo Aaron’s sentiment above and expand a bit. I understand the IMA’s position as an international institution and the desire to rebrand in the hands of a firm such as Pentagram, but he is right about the similarities to other local identities. A local designer, (there are many talented and qualified who could have worked with the IMA), might have been more aware of the context of local brands. And to hire a designer who has left (dare I say fled?) Indiana supports the notion of brain-drain rather than supporting our local talent who has chosen to return.

Everything is going green, literally and figuratively. Those of us in environmental design professions who have been fighting for sustainability for years are perhaps a bit jaded (get it?) by the recent crush of green in advertising and design marketing. It’s a beautiful color, but a fair comment to suggest avoiding it.

The IMA is at the forefront of change in the world of institutional museums, especially with it’s online content. I would love to see that change continue by really challenging the precepts of institutional identity and the need for affirmation by hiring big-brand non-local consultants.

The full color palette was inspired by Alexander Girard textiles from the Miller House in Columbus. As more design is rolled out using the brand you’ll see not only that little nod to Mr. Girard, but you’ll also get a better idea of how many colors are part of the identity system.

It would be sad to see this limp green color become the city standard, but I guess the deal is done.