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Credit: Alessandro Segalini

New design for the BUAM

 

The new compact mark for the Binghamton University Art Museum (BUAM) was designed by Alessandro Segalini to be iconic and memorable. It is a design rooted in the tradition of American printer and type designer, Frederic Goudy, whose typeface, Goudy Sans, was used for the BUAM logo. Various elements of the typeface impart freedom, personality and charm to the sans serif letterforms. These include the letters being based on lapidary stone-carved inscriptions and a slight swelling of the terminal strokes – informally called “elephant feet.” In addition, some letters receive Uncial (rounded script) treatment, such as the curves in the A, whereas the M remains angular. Finally, the asymmetric composition, whereby the B and U occupy a smaller space than A and M references the architecture of the museum itself. The upper mezzanine level is smaller than the main gallery. The connected sharp forms (the B resting on the A, for example) and the figure-ground organization give the new mark a contemporary feel. Applicable for a variety of destinations – be it a social media icon, a stand-alone logo, or embedded in a circular or square format – the compact logo is a flexible and recognizable visual identity mark for the BUAM.

Last Updated: 10/25/23