This was a helpful reading in terms of designing an identity. Many, if not all, of the museums we had to read, their identity was very simple and straight forward. Even though there were concepts and ideas behind it, they kept simple type and colors to convey the message. I loved the 20/20 Vision exhibit at the SMCS. Their colors and the way their handled their name was awesome. I also liked MoMAQNS and their concept. I liked that they kept the old Franklin Gothic font but enhanced it to fit the new museum. Overall, it seems like the most memorable ones are the most simple. Identities shouldn't be over thought but it should still be complex in terms of concept. It should also be simple enough to fit every form and be able to be flexible enough to work.