Michael Bierut + Jessica Helfand | Audio

S1E7: Susan Sellers + Cynthia Round

Susan Sellers was creative director of the Metropolitan Museum of Art. Cynthia Round was its senior vice president of marketing and external relations.

Together, they spent three years rebranding The Met, as their new logo calls it, to unite three different locations, including the Marcel Breuer building that belonged to the Whitney Museum.

Rebranding the identity of a complex organization can be a formidable task. As Round says:

It’s never about a logo. It really is about a much bigger strategy and about transformation. And so you have to have everyone invested in that, because at the end of the process everyone has to be joined together in delivering.

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The Design of Business | The Business of Design is recorded at the Yale School of Management.

A big thanks to our launch sponsor, IBM.

Posted in: Design of Business | Business of Design

Michael Bierut + Jessica Helfand Jessica Helfand, a founding editor of Design Observer, is an award-winning graphic designer and writer. A former contributing editor and columnist for Print, Eye and Communications Arts magazine, she is a member of Alliance Graphique Internationale and a recent laureate of the Art Director’s Hall of Fame. Jessica received both her BA and MFA from Yale University where she has taught since 1994. In 2013, she won the AIGA medal.

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