From a 1980’s Salt Lake Art Center (now UMOCA) postcard announcing their new logo.


Are you ready for a new look?

We are.

For our 90th Anniversary, UMOCA has teamed up with Utah-based design studio Actual Source to reimagine the museum’s visual identity for 2021 and beyond. The impetus for this project was a commitment to fulfilling one of the key areas of focus in our Strategic Plan:

We are visible.

One of the specific goals associated with this area of focus was developing cohesive and concise branding of UMOCA that reflects our reputation as a contemporary and progressive arts institution. The new identity achieves this through Actual Source’s development of a custom wordmark (seen below) that is bold and distinctive yet grounded in the institution’s history. Actual Source pored over countless documents in the UMOCA Archives, identifying ephemera representing the museum’s evolving identity since 1931. Our new visual identity reflects this history by using typefaces that range from the classical to the modern to the wholly contemporary, evidenced most clearly by the use of a custom UMOCA typeface, UMOCA Walter, designed by type foundries Dinamo and Omnigroup.

We are very excited to share with you all the new UMOCA look!


Keep an eye out for our new website (coming soon), also designed by Actual Source, with added functionality to house all of the exciting digital content we’ve developed over the last year. The website will be an extension of the museum in an increasingly digital art world, a place for art lovers and artists alike. Stay tuned for more info on this exciting development!