This project presents a comprehensive rebranding for the International Center of Photography (ICP), a prominent New York City institution celebrated for its pioneering exhibitions ranging from contemporary photography to immersive multimedia installations. Inspired by the fundamental geometry of photographs, the visual system utilizes repeating rectangles and modular components across all brand touchpoints. This structured, adaptable design framework echoes the framing and composition inherent to photographic art, delivering a cohesive modern identity for the museum.
