Modernizing the Modern

March 30, 2009

Last summer, the Museum of Modern Art (MoMA) in New York City named SVA alumnus and faculty member Julia Hoffman (BFA 2002 Graphic Design) its creative director of advertising and graphic design. Now, the museum has unveiled a new visual identity, which Hoffman created along with fellow faculty member Paula Scher.

Hoffman and Scher started with the iconic MoMA logo (which remains unchanged in the new design) and recontextualized it with a comprehensive system of colors, fonts and layout that will apply to all MoMA collateral, including signs, catalogs and Web properties. “The goal was to communicate the MoMA brand uniformly,” says Hoffman, “to have a consistent look but still be flexible enough for the various departments. We also wanted to communicate the MoMA experience.” The new visuals are already on view on banners outside of MoMA’s location at 11 West 53rd Street and in materials available throughout the museum.

Image: © Jim Brown/

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