More Than a New Look: The Story Behind the Metal Museum's New Brand

For 47 years, the Metal Museum has helped shape the future of fine metalwork. Now, in preparation for the September 5 Grand Opening in Overton Park, the Museum is introducing a refreshed brand identity that reflects its history and where it is headed next. This transformation isn’t just a new logo or color palette, but an evolution of who the Metal Museum is.

A Foundation Built on Craft and Community

Since 1979, the Metal Museum has stood as the only institution in the world devoted exclusively to fine metalwork. Over nearly five decades, the Museum’s hands-on classes, active studios, dynamic exhibitions, and community outreach have grown alongside the field itself.

Opening the Museum’s $35M campus in the heart of Midtown Memphis marks far more than a change of address. It creates higher visibility and fresh opportunities to welcome visitors from across Memphis and around the globe. The Metal Museum is a unique entity: there are no other places that offer a space to experience the full journey of metalwork, from raw materials to finished gallery pieces. 

Designed by Community, Inspired by Architecture

To capture this chapter, local art director Elizabeth Berglund led the design process with implementation support from Memphis designers Mark Rawlinson and Katie Drobenak. A Steering Committee of staff, studio artists, board members, and volunteers guided the vision to ensure the Museum’s roots stayed firm.

"The team members at the Metal Museum approach their work with an openness and thoughtfulness that is very special," says Elizabeth Berglund. "I am inspired by their knowledge of the many ways metal can be manipulated, and I am impressed by the vision for their community and their respectful transformation of an iconic Memphis landmark."  

Every detail of the visual system tells a part of the Metal Museum’s story: 

• Architectural Heritage: Angular graphic forms draw directly from the roofline and distinctive brise soleil pattern of the new Midtown building. Originally designed by Memphis architects Roy Harrover and William Mann, the mid-century modern landmark was thoughtfully repurposed and expanded by wHY Architecture (lead design architect) and LRK (architect of record).

• Fluidity & Movement: Curves in the new logo suite evoke the fluid, workable nature of heated metal and mirror the movement of visitors through the studio and exhibition spaces.

• Vibrant Energy: A rich, expanded color palette and clean typography make communications clearer, warmer, and more accessible to everyone.

  
  

Carrying the History Forward

You will begin seeing this new look everywhere. From updated signage and digital spaces to class catalogs and an expanded line of Museum merchandise, including new apparel, tote bags, and stickers that will be available on Grand Opening Day, September 5.

This rebrand is not about starting over. It is about carrying the Metal Museum’s rich history forward and opening the door wider for the artists, makers, and visitors who make this community so vibrant.

As we count down to the Museum’s September 5 Grand Opening, get ready to experience the Metal Museum in a whole new way!