Located directly under the Space Needle at Seattle Center, Experience Music Project is a 110,000-square-foot interactive music museum and architectural wonder. Designed by world-renowned architect Frank Gehry, the EMP building is unlike any other--its colorful swooping shapes capture the expansive and visceral essence of music.

EMP commissioned Leonhardt:Fitch to create an identity that would likewise capture the vibrancy and innovation of American popular music. We set out to create an identity that was as progressive as the museum itself.

Taking our cue from the fluid, dynamic nature of music, we created a "kinetic" identity that constantly changes and evolves. Unlike most identities, which remain static, Kinetic Branding™ provides several variations on a theme to evoke a visual rhythm and fluidity. By doing so, the EMP identity mirrors the myriad interpretations that music can evoke in a listener.