The Toronto Holocaust Museum has debuted its branding as part of a larger marketing campaign ahead of its public opening on June 9.

Developed through consultation with a broad array of community stakeholders, including the students who are part of its core audience, the new branding is “rooted in the past, but uses a contemporary lens to reflect on the history,” Dara Solomon, executive director of the museum, tells strategy.

“That was part of our direction: thinking about this traumatic historical event that impacted generations of people, and that still has contemporary relevance and means something to a wide variety of people today,” she adds. The term “undeniable,” a seeming reference to conspiracy theories about the Holocaust, also ties into the museum’s mission in fighting antisemitism and misinformation. “We really wanted our brand to reflect the idea that we are a beacon for learning and education about the historic event, and how everyone can play a role in countering antisemitism and hate of all kinds. We are a place to discuss this issue.”

The rebrand includes a new logo that pays homage to the metal frequently used on memorial walls through large, block typography. It also features black squares intended to remind viewers of the Holocaust’s dark history, while also offering a space for reflection and contemporary interpretation.

“Reflection is really at the core of our identity,” explains Solomon (pictured, right). “The boxes can be filled with content – different photos and imagery – but they’re also places where you can see yourself. The Holocaust’s meaning and significance shifts over time, so those boxes are what you want them to be.”

The branding is rolling out in a campaign led by the museum’s agency roster, with Field Trip & Co. on branding and creative, Epitaph Group handling the media buy and Heads + Tales managing PR. It includes OOH and digital – both video and TSAs – which rolled out this week.

“The Holocaust survivors who were witnesses to this event are passing away, so the new museum is a place where we are preserving and honouring their memory, telling stories of their prewar Jewish life, what happened to them during the Holocaust and their immigration and settlement in Canada,” Solomon notes. “These are stories of atrocity, but also stories of strength and resilience – and that is reflected in the brand as well.”