An Expanded View on Identity

As the physical expansion of the museum got underway, SFMOMA embarked on a reexamination of its values, its experience principles, and its relationship to its audiences. As the SFMOMA Design Director, my charge was to translate this vision into a new brand for the institution.

Open and welcoming, the brand draws inspiration from the surrounding hills, water and fog of the San Francisco Bay, reflecting the open minded, risk taking culture of the Bay Area. The result was more than just a new identity—it was a new way of thinking—and one that influenced every aspect of experience, successfully inspiring the imagination and adoration of the museum’s audiences. As the SFMOMA Design Director, my charge was to translate this vision into a new brand for theinstitution. As the SFMOMA Design Director, my charge was to translate this vision into a new brand for the institution.