How can an identity reflect the unique, genuinely experimental and non-institutional nature of the art it collects while clearly communicating with the multiple, growing communities it serves? The expansive and contractive identity developed for the John Michael Kohler Arts Center creates–much like the work collected by the institution–an environment. The logomark stays true to the manual, materially humble nature of the artist-built environments collected by the institution. Using a muted duotone palette, our identity highlights distinctions between programming, suggesting no identity has a singular appearance. Our comprehensive system prepares for upcoming institutional growth and additional sub-branding.