MoMA Sans - Custom Typeface by Commercial Type Foundry

As regular visitors to The Museum of Modern Art, we were both honored and intimidated by the opportunity to create a new typeface for the institution. A major expansion project provided the impetus for a refresh of communications and signage; as part of this process, MoMA decided to replace the mix of sans serifs they had been using by commissioning one cohesive family to cover their full range of typographic needs, including exhibition graphics, print materials, subway posters, wall labels, film schedules, mobile apps, the website, and signage, to name just a handful of the hundreds of applications. Our solution was MoMA Sans, drawn by Christian Schwartz under the direction of the MoMA in-house design team and London design consultancy Made Thought, with input from Matthew Carter.