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Danforth Art's new logo create by Stoltz Design

On March 23, 2013, those who entered Over the Moon, not only saw a new set of banners on the building, but a new logo and name: Danforth Art.

Creator of this new identity is Stoltze Design, which invested many hours distilling the characteristics of the school and museum into a simple, yet powerful mark. The new name emphasizes “art” over “museum” or “school,” an idea carried forward in the logo.

“We got the sense that the Danforth wanted to project something much more progressive, since they were showing more contemporary art, but they were projecting an image that was more conservative,” says Clif Stoltze, designer and founder of the firm that created the new identity and helped Danforth Museum of Art realize a new identity in Danforth Art.

The new mark is contemporary, made up of two interdependent elements supporting each other. Most notably, the diagonal may be read as a slash (the pairing of two ideas) or an abstracted “A’ (for art). The lowercase “d” offers a friendly and accessible invitation into Danforth Art.

Having a new logo and identity is important as Danforth Art looks to the future and strives to be recognized nationally for its innovative approach in arts education and in the exhibits it curates.  With Danforth Art anticipating a move to a new building, in Framingham, the new name and logo lays the groundwork for how the institution builds upon and expand this vision of a fully integrated museum and school.

Stoltze Design, founded in 1984, works with top-shelf organizations in Boston, such as Berklee College of Music, Harvard University, and MassArt, as well as national companies, such as Sony Music and Geffen Records.  They work on projects ranging from branding and identity to websites, print, and packaging.

Rebranding Process

Take a look at the process and thought behind the new Danforth Art design.

» Download and View the Rebranding Process Boards (PDF)

Danforth Art logo



14 Vernon Street
Framingham, MA 01701
Main Phone: 508 620 0050
School Office Phone: 508 620 0937
Fax Machine: 508 820 0258



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Masschusetts Office of Travel and Tourism


Masschusetts Cultural Council

Please Note: There are no museum galleries or exhibitions currently in this building; please see our exhibitions page for offsite offerings.

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