This is an identity system concept for the new contemporary art museum, The Broad located in Downtown Los Angeles. The Broad is a new contemporary art museum built by philanthropists Eli and Edythe Broad on Grand Avenue in downtown Los Angeles. The museum, which is designed by Diller Scofidio + Renfro, will be home to the nearly 2,000 works of art in The Broad Art Foundation and the Broads’ personal collections. With its innovative “vault-and-veil” concept, the 120,000-square-foot, $140 million building will feature two floors of gallery space to showcase The Broad’s comprehensive collections and will be the headquarters of The Broad Art Foundation’s worldwide lending library. This is a student project from Art Center College of Design.