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?
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. Read more