![Master logo from the new identity.](https://pentagram-production.imgix.net/wp/592d423613d0c/mia-blog-post-01.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Master logo from the new identity.
![Materials featuring the new identity invite visitors to participate in the experience of the museum.](https://pentagram-production.imgix.net/af86f8a7-1282-4720-b7f1-af0946043752/emo_mia_02.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Materials featuring the new identity invite visitors to participate in the experience of the museum.
![The width of the “M” is equal to the width of the “i” and “a” combined.](https://pentagram-production.imgix.net/wp/592d423b74cef/mia-blog-post-02.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
The width of the “M” is equal to the width of the “i” and “a” combined.
The custom typeface, Mia Grotesk, is available in four weights.
![The unicase M from the logo is used in headlines and display type.](https://pentagram-production.imgix.net/wp/592d423f3ee31/mia-blog-post-06.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
The unicase M from the logo is used in headlines and display type.
![Custom icons are based on the dimensions of the unicase M.](https://pentagram-production.imgix.net/wp/592d4240503f3/mia-blog-post-07.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Custom icons are based on the dimensions of the unicase M.
![The logo applied to historical signage at Mia’s seasonal entrance.](https://pentagram-production.imgix.net/6714eb22-f30d-4526-ae7d-1cd54b07fc61/emo_mia_03.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
The logo applied to historical signage at Mia’s seasonal entrance.
![Banners from the rebranding launch campaign along the street outside the museum.](https://pentagram-production.imgix.net/ea84a3c0-8b8f-4a52-b6e9-1195a9b6199b/emo_mia_05.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
Banners from the rebranding launch campaign along the street outside the museum.
1 The logo applied to historical signage at Mia’s seasonal entrance. 2 Banners from the rebranding launch campaign along the street outside the museum. 3 Billboard from the rebranding launch campaign that was advertised throughout Minneapolis.
![Billboard from the rebranding launch campaign that was advertised throughout Minneapolis.](https://pentagram-production.imgix.net/ea84a3c0-8b8f-4a52-b6e9-1195a9b6199b/emo_mia_06.jpg?rect=%2C%2C%2C&w=640&crop=1&fm=jpg&q=70&auto=format&fit=crop&h=400)
Billboard from the rebranding launch campaign that was advertised throughout Minneapolis.
![Membership cards.](https://pentagram-production.imgix.net/ea84a3c0-8b8f-4a52-b6e9-1195a9b6199b/emo_mia_14.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Membership cards.
![Tote.](https://pentagram-production.imgix.net/6714eb22-f30d-4526-ae7d-1cd54b07fc61/emo_mia_15.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Tote.
![Business cards.](https://pentagram-production.imgix.net/6714eb22-f30d-4526-ae7d-1cd54b07fc61/emo_mia_16.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Business cards.
![Sub-brands for the various Mia programs are locked up with the logo and keyed to a specific color.](https://pentagram-production.imgix.net/6714eb22-f30d-4526-ae7d-1cd54b07fc61/emo_mia_17.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Sub-brands for the various Mia programs are locked up with the logo and keyed to a specific color.
![A cohesive grid system was developed for consistent layout of the brand in promotional materials, publications and other collateral.](https://pentagram-production.imgix.net/wp/592d42456bb10/mia-blog-post-v3-14.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
A cohesive grid system was developed for consistent layout of the brand in promotional materials, publications and other collateral.
![Rack card with visitor information.](https://pentagram-production.imgix.net/6714eb22-f30d-4526-ae7d-1cd54b07fc61/emo_mia_19.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Rack card with visitor information.
![Notebooks available at the Store at Mia.](https://pentagram-production.imgix.net/6714eb22-f30d-4526-ae7d-1cd54b07fc61/emo_mia_20.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Notebooks available at the Store at Mia.
![Bus shelter ad from the rebranding launch campaign.](https://pentagram-production.imgix.net/6714eb22-f30d-4526-ae7d-1cd54b07fc61/emo_mia_21.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Bus shelter ad from the rebranding launch campaign.