Museum of Modern Art
Destination:NYC

Challenge

A branding and visual identity system for MoMA’s Destination: NYC, a collection of 200 New York-designed products for sale at MoMA Design Stores.
 

Approach

The Masters in Branding program, class of 2013 at SVA in NYC took on this project along with MoMA to encapsulate New York City in an identity, which was expandable to incorporate products made by NYC designers.

Concept

A place where culture, art, music and creativity clash to form unique experiences, each one different from the other. This dynamic identity consists of a shape that holds different instances of the city, each telling a different story. It represents our unique, but familiar experiences of NYC. For example, the familiar scene of a break dancer, and his contrasting perspective of skyscrapers and manhole covers all at once.