New Logo and Identity for Tenderloin Museum by Mucho

In other seedy neighborhood news this week on Brand New, we turn our attention to the Tenderloin in San Francisco. Unlike the Meatpacking District, the Tenderloin remains overrun by homelessness, crime, drugs, prostitution, liquor stores, and strip clubs, with the wee least bit of gentrification possible. To celebrate its history and its under-reported importance as a cultural hub, the Tenderloin Museum offers a permanent installation that illustrates the neighborhood, leads walking tours, and has a retail store that supports the non-profit organization behind it, Uptown Tenderloin. The museum’s identity and its merchandise were designed by the San Francisco office of Mucho. A typeface was created taking letters from many of the signs in the neighborhood. Letters from porn establishm