The Jepson Center for the Arts is a contemporary art museum located in the historic Telfair Square of Savannah, Georgia, across from the oldest public art museum in the South, Telfair Academy. It was designed by Moshe Safdie in 2006, making it the only non-historic building in the district, even though it adheres to the traditional Savannah grid system. It is one of three museums owned by Telfair, and is considered to link Savannah’s future with its past.
When conducting initial research on the museum, I discovered an interview from Savannah Now with Lisa Grove, Telfair CEO, discussing her hopes for the future of all three Telfair sites. “We want to increase the wow moments that people experience […] We're competing with TV, the Internet and kids' soccer games for people's attention.” This quote was the driving force behind the design of the new identity. It was important to follow suit with the traditional Savannah grid system, while effectively breaking it in order to build something that could co-exist delightfully in the space. Due to the striking architecture and abundance of angled patterns of light and shadow, the word mark features angled slices through the P, S and N. The O is left to reinforce the N, much like the main curved stone wall supports the grand stair, and the E was inspired by the stacked window panes and limestone. A holographic foil was used considering the light and shadows in the space, as it would give visitors a new and unexpected experience anywhere they went. These angled patterns were then used as design elements throughout the brand, creating a cohesive and intriguing identity system.