An Inside Look At The MOMA Font Phenomenon

The Museum of Modern Art’s (MOMA) font phenomenon has taken the design world by storm. To rebrand and update its visual identity, the museum ditched its outdated logo and replaced it with a sleek new design featuring the typeface “MOMA Sans.”

The font was created specifically for the museum and has since garnered a cult following among designers and art enthusiasts alike.Have you ever noticed the font used in the Museum of Modern Art (MOMA)?

If so, you’re not alone. The MOMA font has garnered much attention recently due to its unique design and universal applicability across industries. The Museum of Modern Art (MOMA) is home to some of the world’s most iconic works of art.

But did you know that the museum also has its font? The MOMA font is a custom typeface specifically for the museum’s use in its publications, signage, and online presence. This unique font has become a defining aspect of the museum’s visual identity, giving its communication materials a distinct and recognizable look. Here, we’ll explore the MOMA font’s design, history, and applications.

MOMA Font Phenomenon

The MOMA Font

The MOMA Font

If you’re a typography enthusiast, you’re probably familiar with MoMA Sans, the font rapidly becoming the town’s talk. The Museum of Modern Art, or MoMA in New York City, specifically commissioned MoMA Sans for their graphic design and branding initiatives.

The idea behind MoMA Sans was to create a cohesive family font that we could use across the board for all their typographic needs. MoMA Sans plays a secondary role in the hero-typeface of each exhibition. And we also can use it for anything else that the designers at MoMA can dream up.

Christian Schwartz designed it, with input from Matthew Carter, and Ilya Ruderman added Cyrillic support. Recently, they added MoMA Sans to MoMA’s digital font collection. This versatile font has become integral to MoMA’s visual identity, paving the way for other institutions and companies to follow suit.

Who Designed The MOMA Font?

Christian Schwartz, under the direction of MoMA and Made Thought, designed MoMA Sans – the font used by MOMA. MoMA Sans is an elegant and modern font versatile enough for any exhibition. Greg Gazdowicz drew MoMA Sans italics, and Ilya Ruderman added Cyrillic support to the font.

Before they designed MoMA Sans, MOMA’s typographic needs were met by a mix of sans serifs. However, MoMA Gothic is MoMA’s house font, serving as a template for exhibition title walls. MoMA Sans serves as the secondary font, and it is an all-purpose font to use in a variety of contexts.

The MOMA font phenomenon is a testament to the power of typography and how it can create a distinct identity for an organization. Although the Whitney Museum is free to use any typeface for individual exhibitions, they still use MoMA Sans for about 17% of their exhibits.

The MOMA font phenomenon shows no signs of slowing down, with its clean, elegant design remaining popular with designers and brands alike.

Use Of MOMA Font In Different Contexts

Use Of MOMA Font In Different Contexts

The Museum of Modern Art MoMA specifically created Sans font for them. Covering various typographic needs. They used it in various contexts, such as exhibition graphics, print materials, signage, mobile apps, and website. While MoMA Sans is the primary typeface in most cases, it can also play a secondary role to other typefaces for exhibition graphics.

MoMA Gothic, another typeface, is used for about two-thirds of MoMA’s exhibition title walls. The Museum of Modern Art has an impressive collection of 23 digital fonts, including MoMA Sans, designed to provide a unified and premium visual identity to the viewer. Overall, the MOMA font phenomenon is a perfect example of how typography can play a critical role in the visual identity of a brand or institution.

Its Use In Advertising

Its Use In Advertising

The MOMA font phenomenon has caught the attention of many with its unique and versatile typefaces. MoMA Sans is a cohesive typeface for the Museum of Modern Art to cover all their typographic needs. Although it is secondary to other typefaces for specific exhibitions, it’s versatile enough.

One notable use of the MOMA font is in advertising, where people use it to create clean, modern designs that stand out from traditional fonts. They also used MoMA Gothic for most of MoMA’s exhibition identities. Giving the museum a consistent and recognizable brand image. MoMA has an impressive collection of 23 digital fonts, showcasing the importance of typography in graphic design.

Its Use In Popular Culture

The MoMA font phenomenon refers to MoMA Sans, a font family commissioned by MoMA to replace their mix of sans serifs for all their typographic needs. MoMA Sans is versatile as a secondary typeface to keep things fresh in exhibition graphics, print materials, and signage.

Christian Schwartz drew the font with input from Matthew Carter under the direction of the MoMA in-house design team and London design consultancy Made Thought. It also features italics by Greg Gazdowicz and Cyrillic support by Ilya Ruderman.

MoMA Sans is flexible enough to match the tone of individual exhibitions, and its use has also extended to popular culture. It’s popular in movie posters, album covers, and advertising campaigns. The MoMA font phenomenon has shown the power of cohesive branding through typography and how a font can become iconic in its own right.

Its Use In The Arts

The MOMA Font phenomenon has taken the graphic design world by storm, and it’s no surprise why. Using the MOMA font in different contexts has proven to be a powerful tool for creating a cohesive and visually pleasing aesthetic.

MoMA Gothic, on the other hand, is popular for the majority of MoMA’s exhibition identities. And it helped to manage the workload for title walls. One typeface, like MoMA Gothic, can provide continuity and simplicity in visual design.

Overall, MoMA has a collection of 23 digital fonts, including MoMA Sans and MoMA Gothic. The MOMA Font extends beyond the arts and into various industries. Proving that we can apply its appeal and versatility to many contexts.

Use Of MOMA Font In Commercial Contexts

Use Of MOMA Font In Commercial Contexts

The MOMA font phenomenon has taken the world by storm for a good reason. MoMA Sans specifically is for the Museum of Modern Art by Christian Schwartz and commissioned by Made Thought to cover their wide range of typographic needs. This versatile typeface is handy for exhibition graphics, print materials, subway posters, wall labels, film schedules, mobile apps, websites, and signage.

Not only is MoMA Sans cohesive and versatile, But it is also visually striking to use in various contexts. It has even been popular in commercial contexts, including advertisements and packaging design. Greg Gazdowicz drew the italics, and Ilya Ruderman added Cyrillic support.

Further expanding the range of applications of this iconic typeface. Overall, the MOMA font phenomenon is a testament to the power of good design and the enduring impact of a well-crafted typeface.

How The MOMA Font Is Used Across Different Media

How The MOMA Font Is Used Across Different Media

The MOMA font, familiar as the Franklin Gothic No. 2, is a classic and widely recognized typeface. The Museum of Modern Art used it in its branding and design. The font’s clean lines, and a bold style make it popular for various applications.

Including digital media, print publications, and signage. In digital media, the MOMA font is often common in website design and social media graphics. It conveys a modern and sophisticated aesthetic. In print publications, the font is popular for headlines and body copy to give the text a sleek and polished look.

In signage, the font creates a clear and impactful display to read and recognize easily from a distance. Across all media, the MOMA font is a powerful tool for communicating the museum’s identity and reinforcing its position as a modern and contemporary art leader.

The MOMA font is also popular in exhibitions and museums. In particular, it is popular among graphic designers who often work with the museum for exhibition design projects. Or who need a typeface that we can easily modify to suit their specific needs.

The versatility of MoMA Sans allows it to be used in various contexts, from print ads to digital signage. Use. Its curves, geometric shapes, and bold and blocky appearance give it a unique yet versatile look that can add a contemporary spin to any design.

Impact Of MOMA Font On Design And Branding

Impact Of MOMA Font On Design And Branding

The MoMA font, also called MoMA Sans, has significantly impacted design and branding. Commissioned to replace the mix of sans serifs to achieve consistent branding. Since its creation, MoMA Sans has been popular for exhibition graphics, print materials, mobile apps, and signage.

Designed by Christian Schwartz with input from Matthew Carter, the font allows for flexibility and fresh typography while maintaining cohesive branding. Additionally, MoMA Sans includes Cyrillic support and italics for expanded design possibilities. As a result, the MoMA font phenomenon has become a hallmark of modern design and branding.

The font was common in print, web, publication, and broadcast design. Common as a headline or font handy in logos, it has become popular in advertising and product packaging. It is also visible in street signage, book covers, and other signage applications. The font design is modern, easy to read, and legible in smaller sizes. And has optimization for both print and on-screen screen applications.


The MOMA font is not just a font. It represents art, culture, design, and creativity. On the web, the font can display text, headlines, and body copy, providing a consistent and polished look to the user experience. In addition, the MOMA font is often used in branding and marketing materials, helping to establish a strong, recognizable visual identity.

Whether in print or digital media, the MOMA font is popular among designers for its versatility and timeless appeal. It has found a way to be incorporated into various contexts like fashion, advertising, and popular culture that speak to design enthusiasts and the casual consumer.

The impact of MOMA font on design and branding is remarkable, as it is not only aesthetically pleasing but also serves a functional purpose. Its ability to evoke a sense of sophistication, modernism, and simplicity makes it a font of choice for brands that aim to communicate such attributes.

Frequently Asked Questions

What Font Is Used In A Museum?

MoMA has a collection of 23 digital typefaces acquired for its Architecture and Design Collection, with fonts selected based on various criteria. MoMA eliminated the choice of different typefaces for the collection rotations to create consistency.

What Font Do Museums Use For Captions?

Many museums use the cohesive font family, MoMA Sans, for captions. They created this font to cover all typographic needs with input from the MoMA in-house design team and the London design consultancy Made Thought. MoMA Sans includes italics and Cyrillic support and provides visual consistency across collections.

What Is The Best Font For Art Gallery Labels?

The Museum of Modern Art used The best font for art gallery labels, MoMA Sans. And it could be the cohesive font family. A team, including Christian Schwartz and Matthew Carter, developed this font. And the museum acquired the artwork, as it belongs to them

Which Font Is Better For Headlines, Body Copy, Or Display Type?

Fonts for headlines, body copy, and display type can vary depending on the intended use. Headlines may be best suited with a crisp, sans-serif font like Arial or Helvetica, while body copy might be more legible if using a softer serif typeface like Harcourt or Gill Sans.

Display type is usually designed to be eye-catching and engaging, so typographic elements like playful flourishes can make all the difference.

Do All Typefaces Have To Be Created Equal?

No, all typefaces are not created equal. Each typeface has its unique style and purpose, allowing for various applications within the design. For example, some typefaces are better suited for digital use, while others are ideal for print.

David Egee

David Egee, the visionary Founder of FontSaga, is renowned for his font expertise and mentorship in online communities. With over 12 years of formal font review experience and study of 400+ fonts, David blends reviews with educational content and scripting skills. Armed with a Bachelor’s Degree in Graphic Design and a Master’s in Typography and Type Design from California State University, David’s journey from freelance lettering artist to font Specialist and then the FontSaga’s inception reflects his commitment to typography excellence.

In the context of font reviews, David specializes in creative typography for logo design and lettering. He aims to provide a diverse range of content and resources to cater to a broad audience. His passion for typography shines through in every aspect of FontSaga, inspiring creativity and fostering a deeper appreciation for the art of lettering and calligraphy.

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