Designer · Co-Founder
It was very clear that the new identity should not be represented with an overly simplified, single, fixed wordmark, a singular colour, and one single typeface.
By separating ‘MCA’ and ‘SD,’ the two sets of acronyms are more memorable and create a stronger ownership of San Diego as a destination of the museum.
The colours are designed to mix and match all the ingredients from its surroundings.
The Brand Identity interviews Karen and Masato Nakada of Happening Studio about their experience balancing parenthood and creative partnership while running an international design practice across Tokyo, Zurich, and Los Angeles. They discuss their flexible remote workflow, cultural influences, and their rewarding rebrand project for MCASD. The conversation highlights their research-driven approach and the benefits of working with small to medium-sized cultural institutions.
Happening Studio developed a fluid and responsive brand identity for the Museum of Contemporary Art San Diego, inspired by the museum’s architecture and environment. The rebrand uses adaptable typography and a dynamic colour palette reflecting the city and beach surroundings. The design emphasizes inclusivity, flexibility, and a strong connection to San Diego’s cultural landscape.