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Pentagram

MoMA

Brand Identity

Identity system for the Museum of Modern Art in New York, one of the world's largest art institutions.

The new identity establishes a system for the consistent treatment of images and type. Zoom Enlarge

The new identity establishes a system for the consistent treatment of images and type.

A poster using the new system, which makes dramatic use of images. Zoom Enlarge

A poster using the new system, which makes dramatic use of images.

The new identity's vertical logo placement echoes signage on the museum's façade. Zoom Enlarge

The new identity's vertical logo placement echoes signage on the museum's façade.

Print communications designed using the new identity. Zoom Enlarge

Print communications designed using the new identity.

Installation in the Fifth Avenue and 53rd Street subway station across the street from the museum. Zoom Enlarge

Installation in the Fifth Avenue and 53rd Street subway station across the street from the museum.

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