The Museum of Modern Art (MoMA) possesses one of the most recognizable logotypes of any cultural institution in the world. While the logo is iconic in itself, the museum needed a comprehensive institutional identity that would carry the spirit of MoMA across multiple platforms. The designers created a focused, organized and flexible identity system that supports program material in print, web and environmental applications. The system employs prominent use of the MoMA logo as a graphic device. An appropriate scale and careful cropping were developed to make the identity more powerful and cohesive, and to create an attitude that modernizes the institution’s image. A strong grid has been established for the uniform placement of elements. Images of artworks appear whole or are cropped for effect. The images are paired with the logotype, which has a consistent vertical placement similar to the signage on the museum’s facade.

Great, bold, smart and simple system.

Great continuity and flexibility of brand system.