American graphic designer Paula Scher did a modernize lofotype for The Museum of Modern Art. Even though, they already has the most recognizable logotype in the museum world “MoMA Gothic”, she designed a complete methodology for the new system to work at any scale, from an exterior banner to a print advertisement in the newspaper. Scher designed a strong grid to uniform placement of images and types. The artwork is being cropped to maximize visual and each quadrant of a page or a banner has specific function.
Here are similar projects Scher did for The Metropolitan Opera and New York City Ballet
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