MoMA | Author: Julia Hoffmann

Posts by Julia Hoffmann

April 8, 2013 | Behind the Scenes, Design

One Typeface Fits All at MoMA

Posted by Julia Hoffmann, Creative Director, Advertising and Graphic Design

Although there are a million typefaces to choose from, MoMA Design Studio chose to only use one typeface for the majority of The Museum of Modern Art’s exhibition identities. Why?

MoMA Gothic typeface. Typeface designed by Matthew Carter

At MoMA, we are tasked to design roughly 40 different title walls each year to accompany a wide variety of exhibitions. To manage workload, we made the decision four years ago to have two-thirds of the workload “templatized” by sticking to one typeface—our house font, MoMA Gothic (which is based on Franklin Gothic)—for all collection rotations.

Show-offs: A New Portfolio Website for MoMA’s Design Studio

Posted by Julia Hoffmann, Creative Director, Advertising and Graphic Design

Creating designs that eventually disappear is both a relief and sad at the same time. It’s like rehearsing for a play for months and months, and then—poof!—the performance is over and only photos and memories are left. Exhibition graphics are similar.

The Making of Tim Burton’s MoMA Animation

Posted by Julia Hoffmann, Creative Director, Advertising and Graphic Design

To help promote MoMA’s Tim Burton retrospective, we asked Burton himself to animate the MoMA logo for a thirty-second video that would be used to promote the exhibition on television, at the Museum, and online. Tim quickly came up with a concept utilizing stop-motion animation, and he asked Allison Abbate, his producer on Corpse Bride (2005) and the upcoming full-length version of Frankenweenie, if she could help pull things together.