The logomark features the trio of archways that visitors encounter throughout the property, beginning with the entrance into the main building.

I highlighted the symmetrical Gilded Age architectural details by focusing on the aches and columns here. The linework in the logo mark has a heavier weight around the inner and outer edges to give the illusion of being three dimensional.

Beneath I added three steps to call back to the coral rock steps throughout the property, while stabilizing and grounding the logo.

This element was added in graduating weights to invite the viewer to ‘step in’ to the design. When they cross this threshold, they become immersed in the experience of the museum and gardens.

I added Art Deco style elements along the top of the arches and bottom of the columns to nod to the style and history of the building. In doing so, each of the letters of Vizcaya were subtly woven into the mark.

The arches also represent the past, present and future of this Miami institution. I explored this idea further as I dove into in my study.

I studied the various spaces on the property and selected the colors that repeat throughout the gardens, grotto, orchidiarium and main building.

I enhanced these to evoke the feeling of being present in the space on a sun-drenched Miami morning.

To honor its heritage, I referenced the typeface seen in the stone entrance. I selected a similar but modern typeface that leans into the Art Deco vibe. I opened up the kearning, balancing the letters to give an unhurried and sophisticated feel.

I paired this with a tried-and-true modern sans serif to add a present day touch.