OJAC moves forward with modern design

The Old Jail Art Center has unveiled a new logo and refreshed brand identity, marking the first update to the institution’s visual presentation since 2006.

The new design was officially adopted by the board in May and is the result of a nearly two-year rebranding process that included extensive input from board members, museum professionals, and community stakeholders. The updated logo was created by Austin-based firm Page Branding and Graphics, with support from a grant provided by the Still Water Foundation.

Among the most visible changes is the decision to formally drop the word “The” from the name, moving forward simply as “Old Jail Art Center.” The adjustment helps eliminate long-standing confusion about the institution’s name, particularly in printed and digital materials.

The rebranding discussions also included consideration of whether to rename the institution from “center” to “museum,” a move that could better reflect the organization’s collecting and curating practices. For now, that change has been tabled, with leaders opting to focus on the visual identity.

Designers worked to ensure the new logo was not a radical departure but rather an evolution of previous versions, incorporating familiar elements while introducing a more modern and versatile layout. One key improvement includes a standalone icon, giving the institution more flexibility in how the logo is used.

Questionnaires were sent out during the process to gather feedback on the name and branding from a wide range of voices, helping shape the final result.

While the logo will begin appearing on materials this fall, updates to exterior signage, including the large limestone monument sign, will be gradual. A grant request is currently under consideration to fund broader wayfinding and signage improvements.