On Thursday morning, February 25, 2009, Alfredo Muccino, Chief Creative Officer at Liquid Agency, unveiled the new brand identity that Liquid designed for the California Association of Museums at the Annual CAM Conference in San Francisco. This year’s conference was held at the Kabuki Hotel in San Francisco, and was well attended by members of the association from across the State. To very positive response, the new logo was shown to CAM members for the first time immediately following a panel discussion moderated by Don Sanchez, the arts and entertainment reporter for ABC7.

A few months ago, Liquid Agency was hired by the CAM board of directors to craft a new brand identity for the association. The project was initiated in part as a way to celebrate the organization’s 30 year anniversary, but also to represent the growth of the association – in terms of its membership and also in terms of the services and resources that it provides its members. As the next phase in the assignment, Liquid will start designing a new website and the organization’s marketing collateral.

According to Alfredo Muccino, “Designing the new logo and brand identity for CAM was a distinct honor. Getting a chance to work with an organization that helps support museums in California and contributes to the cultural wealth of our communities is extremely rewarding at many levels. Liquid has participated in the branding of many local cultural projects, but this one was special since its reach was statewide.”

The design work was well received by the association members and its board of directors. Here’s a quote from Celeste DeWald, Executive Director, California Association of Museums: “We’re very pleased with the work that Liquid Agency has done on our brand identity. The new logo is distinctive and clean - and it reflects the diverse and dynamic nature of the association and its members. We’re very excited about it.”

Above are images of the current logo and the new one, as well as applications of the new identity to conference bags, t-shirts and business cards. As soon as we launch the new website, we will let you know.

In the meantime, we’d love to hear your opinion on the new identity.

Author: Alfredo Muccino
Category: Brand Identity, Brands in general