The Cleveland Museum of Art offers dynamic experiences that illuminate the power and enduring relevance of art in today’s global society. The museum builds, preserves, studies, and shares its outstanding collections of art from all periods and parts of the world, generating new scholarship and understanding, while serving as a social and intellectual hub for its community. The direction of the branding system has a clearer focus on incorporating the actual artwork from the museum’s collection into its branding. By using a simple rectangle to incase the shortened name of the museum “Cle MoA” the museum is able to showcase the artwork behind the logo and mark. The rectangle creates a frame for the logo as well as a frame for exhibiting the artwork the museum has to offer to the people of Cleveland.