The exploration of tiled patterns serves as the foundation of Huntington’s new visual identity. This approach moves away from a traditional static logo, embracing a dynamic system where patterns become a visual metaphor for the institution’s diverse and expansive collections. Inspired by the geometric art of Vera Molnar and the architectural tile work of British contemporaries to the Huntingtons, these patterns are designed to be modular and flexible, allowing for endless variations while maintaining a cohesive identity.

The core color scheme takes inspiration from the rich history of Pasadena’s role in the Arts and Crafts Movement, particularly the work of famed tile maker Ernest Batchelder, whose historic tiles have become emblematic of the region’s artistic heritage. His work, which frequently featured geometric shapes, vines, and birds, influenced the design of Huntington’s identity system. Drawing from Batchelder’s earthy, desaturated tones, the new core color palette simplifies his diverse motifs into a minimalist tri-color scheme.

The pattern generator prototype, built using p5.js, allows the user to explore the full range of tile patterns that form the backbone of Huntington’s identity system. Each color scheme is thoughtfully derived from Huntington’s core collections: the deep, earthy hues of illuminated manuscripts inspire the library’s colors, the rich blues and subtle tones of Gainsborough’s iconic The Blue Boy define the art gallery’s palette, and the vibrant blossoms of the Japanese Garden inform the botanical garden’s scheme. The macro patterns consist of bilateral symmetrical systems that create expansive designs, while micro patterns are extracted sections that serve as versatile logos or icons. Although the patterns themselves are predefined, the generative design approach lies in the system’s ability to combine and permute these elements, ensuring a unique and varied experience for every user as they engage with Huntington’s evolving brand identity.

The shift to a generative design approach enables the patterns to adapt across different media, reflecting the ever-changing nature of the institution’s offerings. Color plays a crucial role in this system, with each scheme tied to Huntington’s three core areas—library, art galleries, and botanical gardens—through repetition. Patterns combined with these color schemes act as signifiers, identifying which specific collection a piece is drawn from while still adhering to the overarching identity.

The Core Collection posters exemplify the flexibility of Huntington’s new identity system, presenting its most iconic artifacts in a way that feels modern and cohesive. This same design language is applied to smaller-scale print materials such as the quarterly newsletter, “What’s On at Huntington.” The booklet continues to use the adaptable grid and color schemes, but in a more concentrated form, creating an editorial experience that remains visually engaging while clearly delineating between Huntington’s varied offerings.

The exhibition and event posters further push the adaptability of the Huntington identity by using imagery-based color schemes, which influence not just the background but the entire visual composition. The individual color palette for each poster is directly derived from the central image, extending even to the small logo at the bottom left. This context-driven approach enhances the connection between the artwork or exhibition and the broader identity system, creating a more immersive and cohesive experience. By allowing the design to respond to the visual tone of each exhibition, this flexibility ensures that while each event maintains a distinct identity, it still adheres to the overarching system.

At Huntington, the shift toward a generative design system isn’t merely a technical solution; it reflects a deeper philosophy about the role of design in creating personalized experiences. Rather than seeing each item—whether it be an admission ticket, bookmark, or membership card—as a discrete artifact, the system treats these as expressions of a dynamic, interconnected visual language. By allowing the patterns, colors, and typographic elements to adapt based on context and content, the design remains flexible and responsive, offering a tailored experience to each visitor.

This approach challenges the common critique of systems-based design as impersonal or overly rigid. Instead, it demonstrates how, even at the scale of an institution as vast as Huntington, a well-considered system can make every touchpoint feel unique and meaningful. The generative patterns, derived from the institution’s diverse collections, serve not only as a visual anchor but as a way to connect each visitor more intimately with Huntington’s offerings. The result is a design that is both systematic and deeply personal, enhancing the visitor experience by making even the most everyday interactions feel special.

The refreshed identity for Huntington reinvigorates the visual aesthetic and significantly enhances the visitor experience by improving navigation and clarity between the institution’s three core areas: the library, art galleries, and botanical gardens. By employing a consistent underlying design system rooted in tiled patterns and their visual metaphors, the refresh creates a seamless yet distinct delineation among these aspects of the institution.

Spatially, the application of this identity system throughout the campus further aids in wayfinding and enhances the overall experience. Whether visitors are exploring the vast collections of the library, the curated exhibits of the art galleries, or the serene landscapes of the botanical gardens, they are subtly guided by the visual cues established by the tiled patterns. They are also guided by their related forms. This approach allows for both specialized experiences within each domain and a cohesive journey that ties the institution together as a unified whole, enriching the visitor’s engagement with Huntington’s multifaceted offerings.