During the recent transformation of the San Francisco Museum of Modern Art (SFMOMA)’s building, with an expansion designed by the architecture firm Snøhetta, the museum embarked on a profound reexamination of its values, its experience principles, and its relationship to its audiences. The exhibition program was expanded and changed, the brand repositioned, and the visual identity reimagined.
As part of this effort, the museum extended its newly conceived visual identity into a cohesive wayfinding and environmental graphics system that, like the new building and the visual identity, is designed to be open and welcoming and to enhance the museum experience.
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In the Q + A below, Jennifer Sonderby, former SFMOMA Design Director and lead on the Building Identification and Wayfinding project, and Lonny Israel, head of the graphics team at Skidmore, Owings and Merrill, the consultant Jennifer hired to partner with SFMOMA on the project, discuss some of the details.