![The new identity establishes a system for the consistent treatment of images and type.](https://pentagram-production.imgix.net/248cadbd-abac-440a-8ab1-1295f7d57c20/ps_moma_08.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
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.](https://pentagram-production.imgix.net/248cadbd-abac-440a-8ab1-1295f7d57c20/ps_moma_09.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
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.](https://pentagram-production.imgix.net/248cadbd-abac-440a-8ab1-1295f7d57c20/ps_moma_03.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
The new identity's vertical logo placement echoes signage on the museum's façade.
![Print communications designed using the new identity.](https://pentagram-production.imgix.net/248cadbd-abac-440a-8ab1-1295f7d57c20/ps_moma_06.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Print communications designed using the new identity.
![Installation in the Fifth Avenue and 53rd Street subway station across the street from the museum.](https://pentagram-production.imgix.net/248cadbd-abac-440a-8ab1-1295f7d57c20/ps_moma_02.jpg?rect=%2C%2C%2C&w=640&fm=jpg&q=70&auto=format)
Installation in the Fifth Avenue and 53rd Street subway station across the street from the museum.