The Gund

The identity system is inspired by both language and architecture, drawing on Kenyon College’s reputation as "The Writers' College" and the gallery’s striking building, designed by architect, philanthropist and Kenyon College alumnus Graham Gund.

Along with a bold logo mark and dynamic graphic system, Principal has also designed a new website (thegund.org) and custom typography for The Gund. The wordmark aims to exude simple, understated elegance, while still being welcoming and timeless.

This new digital platform will ensure the dissemination of the museum's innovative initiatives. It acts as The Gund’s “second building,” functioning as a lively hub for students, visitors, and the local community. It also serves as a platform to amplify the institution’s voice and engage with the broader art world, attracting new artists and fostering connections.

The new name signals a profound transformation as the organization enters its dynamic second decade, poised to establish a more prominent presence on the global art stage. The graphic system acts as a “design expression dimmer” ranging from restrained to expressive, allowing the gallery to express itself and for the artists’ work to remain the focus. Friendly and welcoming, Gund Sans was created as a primary typeface. “Principal’s contribution was absolutely key to the strategic and creative success of this project, and the unwavering support of the charming, dedicated and inspired team made this journey an absolute joy.” –Daisy Desrosiers, director and chief curator, The Gund