MATERIALS FOR THE ARTS
BRANDING
2023
PENTAGRAM
Materials for the Arts (MFTA) is one of the country’s largest creative reuse centers. Funded in part by the City of New York as a program of the Department of Cultural Affairs, MFTA works to source and redistribute over 800 tons of unwanted art-making materials annually to local teachers, artists and other non-profits—all free of charge.
Modern, warm and inviting, the new identity communicates energy and creativity with a graphic simplicity that helps it stand out in New York’s noisy visual landscape and on social media. At the same time, the system is highly functional and easy to execute by MFTA’s in-house team.
Responsibilities:
Branding • Logo Design
• Art Direction
The team at MFTA came to us for a new look that would align with their vision for the future of their organization. Their organization has nearly every school in New york City as a member, allows access to countless creatives in the city, hosts exhibitions and workshops, and has also begun a resident artist program. MFTA is much more than a treasure trove of items, and their mark should reflect their broad range of capabilties.
Through simplification, we also opened the door for interpretation. Paying respect to the legacy of the the previous logo by following it’s “linked-items” format, and reimagining it with minimal forms. The result was a mark that could be fun to draw for the kids in MFTA workshops, and can also proudly stand next to the other cultural institutions in their sector.
Jordan Taylor - Graphic Designer
Email | Instagram | Linkedin