Title wall of Edgar Degas: A Strange New Beauty at The Museum of Modern Art. Photo: Vanessa Lam
Looking at the exhibition Edgar Degas: A Strange New Beauty, one can immediately sense how strikingly modern the artworks feel, even after 120 years. Organized by senior curator Jodi Hauptman and curatorial assistant Heidi Hirschl, the show features the artist’s experimental and radical works that have rarely been attached to the widely conceived notion of “Degas” (two words: pink tutus).
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.
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