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The San Francisco Museum of Modern Art (SFMOMA) has created a new visual identity to coincide with the opening of its new museum, which took place on May 14, 2016. Similar to its Snøhetta-designed expansion, the new visual identity is designed to be porous, open and welcoming, providing multiple points of access. Like the design of its expansion, the museum’s new visual identity was inspired by the surrounding hills and the water and fog of the San Francisco Bay. The museum elected to have its own Design Studio, led by SFMOMA design director Jennifer Sonderby, create the new identity. “SFMOMA’s goal to offer more access to modern and contemporary art was a catalyst for change throughout the institution,” explains Sonderby. “This translated into a new visual identity that literally opens up just as our building now does to the city, welcoming visitors for a wide variety of experiences.”

sfmoma.org

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