Unveiling the New Gilcrease Brand

A New Chapter for Gilcrease

We are excited to unveil a renewed visual identity that reflects the depth, complexity, and singular nature of Gilcrease.

Over the past year, we partnered with Ologie, a strategic branding and design agency, to thoughtfully shape this next chapter. Their team spent time in Tulsa, toured our grounds and facilities, and met with staff, leadership, members, donors, and community advisors. They explored what makes Gilcrease distinctive, visited cultural institutions across the city, and studied peer museums nationwide. One truth emerged clearly: what exists at Gilcrease is truly unparalleled.

Gilcrease is among very few institutions that unite art, historical materials, and cultural objects of the Americas at this breadth and depth. More than 300,000 works span 12,000 years, existing not as separate collections but in active dialogue. Together, they offer a layered, expansive view of the Americas that cannot be experienced anywhere else.

Our renewed visual identity reflects this idea. Through layered visuals and carefully considered pairings, it mirrors the way histories and perspectives meet within our galleries. At the heart of this system is our new “G” logo—a reminder that the story is not fixed or finished. Your presence, curiosity and interpretation complete the experience.  

While our visual identity represents Gilcrease’s spirit and values, it is just one part of our brand. The full story of Gilcrease lives in our art, history, programs, and experiences—this identity helps share that story more clearly.

This evolution is not about becoming something new. It is about expressing more clearly who we have always been.