Intuit Art Museum, a key institution in Chicago’s art scene, for over 30 years, has unveiled a bold rebrand led by Chicago-based design studio Span. The comprehensive redesign includes updated branding, wayfinding, marketing collateral, and a new website crafted to reflect the museum’s commitment to intuitive and outsider art.

Span’s creative direction embraces the raw, handmade aesthetic that defines Intuit’s collection, with custom typography and graphics inspired by artists like Minnie Evans, Lee Godie, Mr. Imagination, David Butler, and Nellie Mae Rowe. The new visual identity moves away from the often-sterile tone of traditional museums, offering instead a playful and inclusive experience that reflects the spirit of the artists and the work on display.