New York’s Museum of Modern Art is widely considered to be the greatest museum of modern art in the world. In the early 2000s they embarked upon a major renovation and expansion of the museum, designed by Yoshio Taniguchi. 

We were invited to create a new identity – including redesigning one of the most recognizable marks in the world of culture – the iconic MoMA logo – that would revitalize the museum’s image while respecting its distinctive brand.

We quickly realized that one of the most profound contributions being made by the new MoMA was to provide something the world – and especially New York City – desperately needed: contemplative space.

We decided to treat visual language as a metaphor for sound, and developed typography that would scale from full urban sound level outside (a relatively loud image for the famous logo to rise above the hubbub of the street), dropping down in volume as you go deeper into the building, where by the time you enter the galleries the typography is almost silent, allowing you to experience the artwork without distraction.