Sarasota, FL – April 15, 2013 – The John and Mable Ringling Museum of Art, the State Art Museum of Florida, Florida State University, today unveiled a secondary name: The Ringling, and corresponding graphic identity. This new “umbrella” brand identity platform clearly articulates the museum’s wide offerings to its diverse constituency. The formal name of the museum will remain The John and Mable Ringling Museum of Art. Arts and destination partners, city and government officials, supporters, board members, and the media, were among those in attendance at the announcement at The Ringling Education Center on April 15.
“The Ringling's new brand identity captures the richness and diversity of its venues, collections, and programs.” said Steven High, executive director for The John and Mable Ringling Museum of Art. “It enhances the Ringling's role as the cultural heart of Sarasota, the State Art Museum of Florida, and one of the finest museums in the United States.”
The museum’s six individual venues will all be encompassed by this umbrella system. Each venue has been assigned a descriptive name, icon and color. They are: The Ringling Museum of Art; The Ringling Circus Museum; The Ringling Historic Asolo Theater; The Ringling Ca’ d’ Zan; The Ringling Bayfront Gardens; and The Ringling Education Center. The new icons will simplify the visitor experience, both on the grounds and online, and as a logotype, will attach easily to venue names. They will be utilized on signage around the estate to improve visitor way-finding and indicate each of their locations.
The Ringling’s new brand identity is the result of extensive research and feedback. In July 2012, The Ringling began with a rigorous research process with key stakeholders, including its staff, membership, board members, as well as other community leaders and patrons of the arts. To help gain an outside perspective, the museum consulted with World Studio, a leading service design firm specializing in brand design. The Ringling and World Studio worked collectively to envisage the integrated brand platform.
The new brand identity is currently being adopted and will be introduced in several stages. By June and July, the brand identity will be reflected on its newly designed website, store merchandise packaging and labels, way-finding and signage, banners, visitor materials, as well as the annual report and other publications.
“Inspired by the vision and legacy of John and Mable Ringling, and the museum’s past and present-day stewards, The Ringling’s new brand identity respects Mr. Ringling’s wishes and captures our present and future role within our community,” shared High.