Our New Identity
The Demuth Museum and the Lancaster Museum of Art are coming together under one name as a united artistic force to form Demuth Museum of Art.
Since the merger of the Demuth Museum and Lancaster Museum of Art in 2014, we've found it challenging to communicate the relationship between our multiple facilities, collections, and the cultural and educational opportunities we offer.
Two years ago, a committee was formed to strategize how we could improve our presence and impact. We engaged in a comprehensive rebrand effort, exploring the organization’s history and defining the future we’re moving toward. With thoughtful consideration, we established a brand that will cultivate artistic expression and cultural education for all.
In fall 2025, our rebranding committee issued a Request for Proposal to 6 firms. After thoughtful review and discussion, our committee selected two firms to engage with our museum in the rebranding process. Vixjo Studio was selected to lead the visual brand design and Fig Industries spearheaded the marketing and brand roll out strategy. Vixjo is led by Stephen Viksjo and is a boutique creative studio based in Hudson, New York with over 18 years experience working with arts and culture organizations across the globe. Fig, a Lancaster-based certified B Corporation, brings over 25 years of local marketing experience to the project. Together these consultants worked with our committee to develop our new brand identity.
In this new era, we will continue to celebrate the art of Charles Demuth and regional artists through the museum’s collections, as well as contemporary exhibitions and programs that foster creativity and appreciation of art and artists. The Demuth Museum of Art remains committed to preserving the nation’s most extensive collection of Demuth’s work, totaling over 60 original paintings, drawings, and watercolors, and promoting the work of regional artists through exhibitions and a collection of over 400 works.
We are excited for the ways this refined identity will build pride and enthusiasm for Charles Demuth's work and the strong art community in Lancaster among our patrons and the broader community.
Our new identity draws inspiration from Charles Demuth’s own hand-painted lettering seen in his poster portrait series. These letters mimicked the hand-painted municipal and factory signage of his day. Many vintage and contemporary typefaces have been inspired by these very same signs. Image & description: Courtesy of Vixjo Studio
Our new logo also stands as a continuous tribute to Lancaster, boldly and proudly forming the shape of an L. This concept is an homage to Demuth’s hometown and to the Lancaster community. Demuth’s name rising on the left is reminiscent of the playful treatments he gave his friends’ names in his graphic portraits body of work. Image & description: Courtesy of Vixjo Studio
The color palette emphasizes historic tones to match the museum’s 18th and 19th-century properties and features hues commonly found in Demuth's artwork. Image: Courtesy of Vixjo Studio
Typefaces balance serif and sans serif fonts, embracing aesthetics from the many eras Demuth Museum of Art’s collections represent. Image: Courtesy of Vixjo Studio