The John and Mable Ringling Museum staff, board members and New York-based marketing-and communication-company World Studios have been preparing to launch a new brand identity for the museum for the past 18 months.
During an announcement Monday, April 15, Executive Director Steven High said the idea is to create a brand that is accessible and visitor-friendly, and for community members “to believe this museum is their museum.”
John and Mable Ringling’s will requested that the museum would always be known as “The John and Mable Ringling Museum.” "The Ringling," will be a secondary name. Other museums have carried out this type of branding. For instance, The J. Paul Getty Museum is also known as “The Getty.”
However, the challenge in the new branding is to ensure representation of its partnership with Florida State University and the state of Florida, and describing the complex nature of the museum and the six venues that operate underneath it, as well as capturing the excitement and openness of the museum.
In addition to the secondary name, “The Ringling,” six new logos in six different and distinct colors will represent the separate venues: Museum of Art, Circus Museum, Ca’ d’Zan, Historic Asolo Theater, Education Center and Bayfront Gardens. The logos will be used in a particular order and fashion and will be carried out through various platforms in the coming months.
Although The Ringling is still in phase one of the launch, later this summer (tentatively June and July), the museum’s identity will be reflected on a newly designed website and and in publications, as well as on merchandise, packaging labels, signage, banners and visitor materials.
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