SFMOMA

A new brand identity to match the open vision of the newly expanded museum

In 2016, the San Francisco Museum of Modern Art reopened its doors as one of the largest art museums in America, displaying an internationally-recognized collection of modern and contemporary art.

As a member of the in-house design studio, I collaborated to create the identity from the ground up and developed a myriad of applications for the new brand. We debuted a new identity to match the open vision of the newly expanded and reopened museum.

Just as the new building designed by Snohetta is much more open to the city, the new logo is deliberately porous, providing multiple points of access. It is also a dynamic logo that lives in a contracted and expanded state, that actively adapts to different formats and content, allowing the identity to become a conceptual lens through which the program of the museum is experienced.

The project consisted of a total redesign of every aspect of the museum brand from new logo, custom typeface, color palette, website and digital style guide, architectural signage, print collateral, to Museum Store products.

Design Director: Jennifer Sonderby, Art Director: Bosco Hernández, Senior Designer: James Provenza, Designer: Sophine Lim, Designer: Mathieu Stemmelen, Project Coordinator: Carrie Taffel

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Amy Yu Gray

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