Museum of Contemporary Art Chicago (MCA) is amongst the largest museums of art in the world, was founded in 1974 as a Kunsthalle, or non-collecting art gallery. Since the inception of the institution its focus has been primarily directed towards exhibiting new and experimental work by living artists in all media coupled with extensive educational programs, and great attention to fostering community, growth and sustainability.

The Aesthetic and thematic approach to the visual identity of the Art Benefit Auction Is focused on the factors that make up MCA’s ideology. That is: the importance of recognizing and embracing the ideas of young and living artists; technology & immersive, interactive or web based art.These concepts are visualized through the geometric patterns (a signature of MCA) combined with color palette and visual elements that attempt to create an illusion of immersive spacious light installation,which corresponds to the bright, clean and modern facility of MCA.

this identity was created for an assignment at the School of the Art Institute of Chicago