Going Digital: The Met’s Efforts to Modernize its Image

By Blaire Townshend

March has already been a busy month for The Metropolitan Museum of Art—and we’re only two days in. Yesterday, the museum officially launched its freshly-minted new logo, a bold and modern design created by the London-based firm Wolff Olins that has met harsh criticism from the arts community and even been described as a “typographic bush crash” (Davidson 2.17.16). However, The Met has not only changed its logo—it has done a comprehensive overhaul of its digital image, in an effort to make itself “more visually consistent and navigable” (Rhodes 2.19.16). Undoubtedly this overhaul is intended to complement the launch of The Met’s newest venture, The Met Breuer—a new branch opening later this month.

In keeping with its new brand identity, The Met has revealed a “wholly redesigned, simplified website” that ties in to the new logo, presents a straightforward interface, and focuses on being mobile-friendly (Titlow 2.29.16). This move not only contributes to The Met’s new image, but also directly caters to the astounding 91% of visitors who bring mobile devices with them to the museum (Titlow). The website syncs to the mobile apps that the museum has already created to enhance users’ digital experience of their collection.

The Met has previously made moves to utilize social media, as well, such as Instagram, Pinterest, Facebook, Twitter, and SoundCloud, and has even looked to YouTube and Periscope to broadcast its events and increase exposure. It seems to do well on these platforms, boasting 1.1 million followers on Instagram and 7 million views on YouTube. It will be interesting to see how these social media platforms interact with the new website, and how—or if—The Met’s digital marketing managers integrate these elements into a cohesive brand identity.

According to Wolff Olins strategy director Amy Lee, “The Met’s incredible breadth and depth is its biggest asset, but also its biggest challenge” (Rhodes). The next month will certainly be a test of The Met’s ability to grapple with this disparity, as well as its effectiveness in navigating the complexities of a 21^st century digital market as a 19^th century institution. Will it succeed? Or, in the words of Jennifer Bostic, will it become the “Meh-tropolitan Museum of Art” (Bostic 2.23.16)? Only time will tell.

Bostic, Jennifer. "The Meh-tropolitan Museum of Art’s Rebranding." Hyperallergic. 23 Feb. 2016. Web. 2 Mar. 2016.

Davidson, Justin. "The Metropolitan Museum of Art’s New Logo Is a Typographic Bus Crash." Vulture Devouring Culture. New York Media, 17 Feb. 2016. Web. 2 Mar. 2016.

Rhodes, Margaret. "The Met Explains Its Controversial New Logo." Wired. 19 Feb. 2016. Web. 2 Mar. 2016.

Titlow, John Paul. "How A 145-Year-Old Art Museum Stays Relevant In The Smartphone Age." Fast Company. 29 Feb. 2016. Web. 2 Mar. 2016.