Intuit Art Museum has been a vital part of Chicago’s arts community for over 30 years, known for celebrating self-taught and outsider art. However, as the institution grew and transitioned from a community art center into a full-scale museum, it faced a challenge: how to become more inclusive and welcoming to broader audiences while respecting its rich history and unique genre of art.

Intuit partnered with Span to help reposition the institution. Span recommended a streamlined name, shifting from "Intuit: The Center for Intuitive and Outsider Art" to the more approachable "Intuit Art Museum." The new identity carefully balanced accessibility with authenticity, embracing the unconventional spirit of outsider art. The brand concept, "Serendipitous Connections," influenced all aspects of the museum’s design system. Span created a playful yet sophisticated logo by modifying the Degular font, forming visual connections between letters. This approach extended into brand characters inspired by artworks from Intuit’s collection, enhancing visitor engagement and reflecting the museum’s eclectic spirit.

The brand typography is anchored by Degular, ensuring consistency across applications. As a complementary element, we introduced Original Sans by Commercial Type, a historical typeface used for secondary headlines, accents, and donor signage. Original Sans offers a visual contrast to Degular’s refined precision, bringing a more expressive character into the system. For donor recognition signage, the choice of Original Sans was also a conceptual nod to Jesse Howard’s typographic paintings. Its slightly crude, idiosyncratic letterforms resonate with the spirit of Howard’s naive brush lettering, reinforcing the connection between the institution’s mission and its visual voice.

The refreshed brand successfully communicates openness and connection, using friendly and direct language to welcome new audiences. According to Intuit’s president, Debra Kerr, Span’s comprehensive identity system has become instrumental in the museum's transformation, making Intuit Art Museum a more inclusive, inviting, and dynamic space.