In Brief: MoMA Reboot

One of the hardest challenges is reinvigorating a brand and visual identity without changing the logo, it’s as if you were trying to do a fashion makeover with a pair of jeans that have been in the closet for years. To continue the lame jeans analogy: A good pair of jeans goes well with everything, so MoMA’s simple, iconic logo is prime material for building around it. Pentagram partner Paula Scher established a new identity system in collaboration with Julia Hoffmann, MoMAs Creative Director for Graphics and Advertising, who produced all of the examples on Pentagram’s web site.