MOCA: New Building. New Vis ID.

To coincide with the Museum of Contemporary Art Toronto’s move to an awesome, multi-story new space, we developed a new visual identity and launch campaign. Our stacked logo with graduated font weights was inspired by the structure of the building itself. Moving up the floors, the pillars get thinner and thinner as their load-bearing demands get lighter and lighter. This graduated look is carried through on the museum’s signage, graphic elements and merchandise.