MoMA PS1
Establishing MoMA PS1 as an experimental extension of MoMA, rooted in Queens
2024
Problems
The identity needed to read as its own experimental art space, distinct from its parent institution, without losing the connection to it.
Solutions
A flexible system built around raw, unpolished typography and a bold mark that flexes across print, wayfinding and digital touchpoints.
Results
A confident, gallery-agnostic identity that reads as contemporary art in its own right, at home across Queens and beyond.
The rebrand gave PS1 room to feel experimental again — a system built to be reinterpreted by every exhibition it touches, rather than a fixed set of rules.
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