Along with the many signature artworks in its collection, The Museum of Modern Art (MoMA) possesses one of the most recognizable logotypes of any cultural institution in the world. In recent years, however, the application of this identity across the museum’s broader graphics program has been indistinct. Now MoMA has recast its identity, building on its familiar logotype to create a powerful and cohesive institutional voice. The new graphic identity has been designed by Paula Scher (Pentagram), and further developed and applied by wonderful Julia Hoffmann, MoMA’s Creative Director for Graphics and Advertising (and a Pentagram alumna).
(thank you kurt and don)