Seek and you shall find...

SFMOMA’s wayfinding strategy, conceived in collaboration with the SOM Graphics Department, increases the visibility of the museum within the surrounding cityscape and visually unifies the architecturally disparate existing and expanded SFMOMA buildings on the interior. Careful consideration was paid to balancing the functional needs of the signage with the aesthetic sensitivities of a modern and contemporary art museum. Customized typography and icons allowed the system to reflect the values of the institution into every corner, including bathroom signage. The implementation, largely consisting of non-permanent materials, allows the museum to actively respond to the needs of the visitors and changes to the museum as it continues to evolve.