Terra Foundation for American Art Having made its collection available to visitors in Chicago and Giverny, France for more than 20 years, the Terra Foundation for American Art transitioned from a museum-centered institution to a grant-making entity. The Terra collection and endowment allows for the "exploration, understanding and enjoyment of the visual arts of the United States." Studio Blue was engaged to transition the identity system to better reflect the Foundation’s new purpose.
A new communication system was designed to provide consistent standards for implementing the Terra brand identity in the U.S. and Europe. Knowing that we needed to balance mission and the perspectives of our French and American colleagues and their respective audiences, we engaged in cross-cultural dialogue. The outcome provides a unified visual system with enough diversity to be dynamic and communicate the Terra’s intent: “to be the greatest foundation for American art in the world.”