MoMA Identity System


Concept: Build an identity system for the Museum of Modern Art in New York City.
After dissecting the museum's history I learned how important the character letter "O"
is and how making it lowercase is not only iconic but it also plays a more universal
role when dealing with different languages. I wanted to establish a logo that also created
an accent to the character letter "O" so I worked on the shape of the "O" and that
catapulted the entire system. Also the identity system needed to reflect the principles
of "modern" design. The final book was printed on a perfect 6x6 inch square.


Medium: InDesign on Epson premium presentation matte paper


Size: 6"x6"