The Frances Young Tang
Teaching Museum and Art Gallery
at Skidmore College
815 North Broadway
Saratoga Springs, NY 12866
Phone: 518-580-8080
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About

The Tang Identity

At a Glance

The refreshed Tang identity is inspired by the building, which is made of concrete blocks, and has stairways that go up, over, and through the space.

The identity has two main elements: a wordmark, with a version for each name of the museum; and the dingbat, an abstracted diagram of the building. The four steps of the dingbat, like the four letters of Tang, symbolize thought, learning, and aspiration.
A diagram showing custom additions to the Tang's wordmark
The wordmark is based on ABC Diatype, a new sans serif from Dinamo. The wordmark adds custom elements that suggest brick work in the building.
Orange is the primary color for the Tang. Orange “lights a path” across materials and signage to lead you to the Tang.
Colors are meant to be used in combination.

The secondary color palette is inspired by the work of Sister Corita Kent, which the Tang holds in its collection.

The identity uses color in a bold and playful way to create a sense of welcoming and experimentation.
The identity uses a secondary color palette in a bold and playful way to create a sense of welcoming and experimentation. This palette draws from Sister Corita’s artwork.
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The background pattern is composed from the Tang dingbat, an abstracted diagram of the building. The four steps of the dingbat, like the four letters of Tang, symbolize thought, learning, and aspiration.
Learn more about our new identity
Website design: Linked by Air