Zoom Enlarge The new identity establishes a system for the consistent treatment of images and type. Zoom Enlarge A poster using the new system, which makes dramatic use of images. The new system employs prominent use of the MoMA logo as a graphic device, dramatic cropping and juxtapositions of artwork, and a brighter color palette to create a bold, contemporary image. Learn more about the project Zoom Enlarge The new identity's vertical logo placement echoes signage on the museum's façade. Zoom Enlarge Print communications designed using the new identity. Zoom Enlarge Zoom Enlarge Zoom Enlarge Installation in the Fifth Avenue and 53rd Street subway station across the street from the museum.