After presenting 23 exhibitions between 1995 and 2002 at 601 Fifth Avenue, the Dahesh Museum of Art, America's only institution dedicated to collecting and exhibiting European academic art of the 19th and 20th centuries, relocated to a 30,000-square-foot space in the IBM Building at 580 Madison Avenue. To coincide with their move to this dramatic new space, the Dahesh Museum of Art selected Poulin + Morris to redesign their brand identity and launch a comprehensive graphic program for the institution.

The primary objective for this redesign was that it simultaneously reflect the Museum’s unique history and tradition, and its new role as a major cultural destination in New York City. This duality was ultimately expressed by the contemporary interpretation of a typeface derived from early Roman letterforms. The versatility of the resulting logotype allowed for its application to everything from shopping bags to business cards.

The project also includes the design of stationery, promotional and public information brochures, posters, program calendars, advertisements, a visitor’s guide and map, member newsletter, admission cards and buttons, announcements, invitations, as well as shopping bags and coordinated packaging for the Museum shop. The graphic identity for the Museum’s Café Opaline was also designed and implemented throughout–from menus and paper products to staff uniforms and stationery.

The project was recognized by American Corporate Identity (HarperCollins), the Art Directors Club of New York, Global Corporate Identity (HarperCollins), Graphic Design USA, Graphis, and The New York Times for Design Excellence in Graphic Design.