MoMA
Brand Identity
Brand
ProjectBrand Identity
Date
Jul 2025
Description
Athletics has developed a comprehensive brand identity for MoMA, spanning printed collateral, motion graphics, and environmental design. The project integrates a playful, modern aesthetic characterized by vibrant color palettes and structured typographic layouts, bridging the gap between institutional authority and creative exploration. The identity system employs a clean, graphic approach, balancing sharp, hard-lit paper stock and minimalist icons with organic, hand-drawn illustrative elements. Motion graphics and animation segments further emphasize this duality, incorporating dynamic transitions and paper-cut textures across digital and educational program assets.
Style
Horizontal, Commercial, Clean, Graphic
Context
Advertising Campaign
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