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Frist Center announces new name and visual brand identity

Frist Art Museum staff, board, and volunteers worked with Pentagram to develop an inviting, contemporary mark that fits the timeless appeal of the 1934 historic post office building that houses the Museum.


NASHVILLE, TENN.- The Frist Center for the Visual Arts announced today that it has changed its name to the Frist Art Museum and introduced a new visual brand identity. The change became legally effective on April 1, 2018. To celebrate the occasion and the institution’s 17th birthday, the Frist Art Museum will offer free admission on April 8, 2018.

As Nashville continues to grow and its reputation as a travel destination strengthens, the decision to alter the name was made to clarify what the art institution offers. “Our new name clearly communicates what we are: Nashville’s art museum and a cultural anchor in the community,” said Frist Art Museum Executive Director Dr. Susan H. Edwards. “Our mission and vision are not changing, and our commitment to the community, education, and fellowship is the same. We are still ‘The Frist,’ and to many, we are already thought of as the Frist Art Museum.”

Since 2001, the Frist has originated and brought to Nashville exhibitions of the highest quality, and it will continue to borrow from other museums, collectors, and artists from the U.S. and around the world, instead of building its own collection.
The new visual brand and logo were created by Pentagram, an internationally renowned company widely known for work with cultural institutions, including the Minneapolis Museum of Art, the Museum of Modern Art, the North Carolina Museum of Art, the Seattle Art Museum, the United States Holocaust Memorial Museum, and many local, regional, and national cultural nonprofits.

Frist Art Museum staff, board, and volunteers worked with Pentagram to develop an inviting, contemporary mark that fits the timeless appeal of the 1934 historic post office building that houses the Museum. The new name and aesthetic are also meant to convey a sense of inclusiveness that matches the museum’s mission to show the art of the world—all time periods, all cultures, and all mediums. “We wanted our new look to be approachable, relevant, and respectful of our architectural heritage,” says Frist Art Museum Director of Internal Affairs Hans Schmitt-Matzen, who leads the graphic and exhibition design department. “The swervy S in Frist is a stylistic nod to the art deco design motif seen throughout our building. We are using the familiar architectural element from our historic building to connect past, present, and future.” Exterior title signage with the new name will be installed on the Broadway and Demonbreun Street sides of the building later this spring.

Throughout the rest of 2018, visitors will see additional upgrades at the Frist:





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