Mathaf: Arab Museum of Modern Art opened it's doors to the public on December 30 2010. In preparation for the grand reveal, a national campaign was developed based on the fresh brand identity created by Wolff Olins, NY. Mathaf opened with three major exhibitions that were indivdually branded under the umbrella theme of the museum’s inauguration. Mathaf’s brand is flexible enough to expand on and they boast two unique typefaces that go hand in hand designed by Tarek Atrissi [Mathaf Standard] and Pascal Zoghbi [Mathaf Script]
Expanding on Wolff Olin's brand elements to include more characters to represent the crowd we hope to see at the opening
Interpretative Resources to aid families and children to discover more about Mathaf's pieces
The brand boasts of informal learning
