MoMA
Not on view
Graphic Design Firm
Hoefler & Frere-Jones
Medium
Digital typeface
Dimensions
Variable
Credit
Gift of Hoefler & Frere-Jones
Object number
1075.2010
Copyright
© 2015 Hoefler & Frere-Jones

In 1999 the New Times newspaper chain (now part of Village Voice Media, Inc.), owners of ten weekly papers around the United States, approached Hoefler & Frere-Jones for help standardizing production. Ink on newsprint behaves differently in dry Arizona than it does in humid Florida, and page layouts had to be tweaked in each location to appear consistent, which often entailed the redesign of entire pages. To solve this problem, Hoefler & Frere-Jones designed Mercury with a gradation scale, creating letterforms of varying boldness that are nevertheless the same width. (Unlike the weights of a type family, which grow wider as they get bolder, a typefaces's grades increase in darkness without expanding the space the text takes up.) Differences in printing results can be compensated for by adjustment in the grade; because this does not affect the size of the type, page layouts do not have to be redesigned.

Gallery label from Standard Deviations, 2011
Image permissions

In order to effectively service requests for images, The Museum of Modern Art entrusts the licensing of images of works of art in its collections to the agencies Scala Archives and Art Resource. As MoMA’s representatives, these agencies supply high-resolution digital image files provided to them directly by the Museum's imaging studios.

All requests to reproduce works of art from MoMA's collection within North America (Canada, U.S., Mexico) should be addressed directly to Art Resource at 536 Broadway, New York, New York 10012. Telephone (212) 505-8700; fax (212) 505-2053; requests@artres.com; artres.com. Requests from all other geographical locations should be addressed directly to Scala Group S.p.A., 62, via Chiantigiana, 50012 Bagno a Ripoli/Firenze, Italy. Telephone 39 055 6233 200; fax 39 055 641124; firenze@scalarchives.com; scalarchives.com.

Requests for permission to reprint text from MoMA publications should be addressed to text_permissions@moma.org.

Related links:
Outside North America: Scala Archives
North America: Art Resource

Image permissions

In order to effectively service requests for images, The Museum of Modern Art entrusts the licensing of images of works of art in its collections to the agencies Scala Archives and Art Resource. As MoMA’s representatives, these agencies supply high-resolution digital image files provided to them directly by the Museum's imaging studios.

All requests to reproduce works of art from MoMA's collection within North America (Canada, U.S., Mexico) should be addressed directly to Art Resource at 536 Broadway, New York, New York 10012. Telephone (212) 505-8700; fax (212) 505-2053; requests@artres.com; artres.com. Requests from all other geographical locations should be addressed directly to Scala Group S.p.A., 62, via Chiantigiana, 50012 Bagno a Ripoli/Firenze, Italy. Telephone 39 055 6233 200; fax 39 055 641124; firenze@scalarchives.com; scalarchives.com.

Requests for permission to reprint text from MoMA publications should be addressed to text_permissions@moma.org.

Related links:
Outside North America: Scala Archives
North America: Art Resource