Design System
Updated July 2025
Introduction
The museum is, at its most fundamental, an empty space—a container waiting to be filled with objects. Once populated, the exhibition space explodes with possibilities, as eyes and minds confront new ideas.
MoMA is where important conversations happen. We don’t tell you what to think. We invite you closer, and ask—what do you see?
Because of this, MoMA remains an ever-changing place. Its definition is elastic and different for every person.
Membership is where you find yours.
“Your MoMA” is the cornerstone of the membership identity, which is designed to communicate in a manner that is connected to—but distinctly different from—our core identity.
This document outlines the parts of the membership design system, and how each component should be used across all touchpoints.
Logo
Membership has two logo variations: a type lockup and a path lockup.
For information about the path, skip ahead to The Path section.
The type lockup can be used in any situation, whereas the path lockup can be used as a more expressive alternative in compositions that do not feature the path elsewhere. For examples see Logo In Use.
Type Lockup
Path Lockup
Type lockup
Path lockup
The space between path and the words in the wordmark = 1/4 cap height.
At its longest, the path can span the entire canvas margin to margin.
At its shortest, the path equals the width of “MoMA.”
Going any shorter results in a hyphen-like appearance we should avoid. In these instances, it's best to use the type lockup.
Stacked lockup
When stacking the logo, we follow the same vertical spacing rules as all other stacked logos across the MoMA brand.
Logo in use
The path should never confuse or compete with the logo. As a simple rule of thumb: if the path is used in the composition, use the type lockup. If the path is not used in the composition, you can use either the type lockup or the path lockup.
Logo + CTA
When using a CTA along with the logo, ensure spacing of 1/2 MoMA cap height below the logo.
Logo placement
The logo lockup is always aligned to the center or to the left of the margin.
Center Aligned
Left Aligned
Logo scale
The logo lockup is always at least 2 grid units in width, and a maximum of the full width of the grid.
The max-width logo effectively acts as the primary headline, so it should be used in places where membership is the focus.
Min. logo size = MoMA spanning across 2 grid units in width
Min. logo size = MoMA spanning across 2 grid units in width
Typography
As with the core MoMA identity, MoMA Sans, drawn by Christian Schwartz for Commercial Type, is the official typeface for MoMA Membership.
Type alignment
While varying our type alignment isn't critical, it does help differentiate the Members identity from the core MoMA identity, and adds an element of play to each composition.
Left Aligned
Center Aligned
Mixed Left and Center Alignment
Leveraging center alignment
Centering type helps communicate with members in a distinctly different way, even when the path isn’t present.
Centering type helps add visual interest and balance to certain compositions.
Centering type opens up opportunities for interaction with the path.
Color
Bold use of color is part of MoMA’s unique and enduring brand. Don't hesitate to add color, but always do so with intention.
Dark Purple
Purple
Light Purple
Dark Red
Red
Light Red
Dark Blue
Blue
Light Blue
Dark Green
Green
Light Green
Dark Yellow
Yellow
Light Yellow
Dark Grey
Grey
Light Grey
Core combinations
Tone on tone combinations
Tone on tone extremes can be explored using printing techniques such as blind emboss and foil stamping to create an elevated look, but should not be used as printed colors.
Color accessibility
Low contrast color pairings should be avoided at all times. This approach is consistent with MoMA’s accessibility guidelines.
AAA Normal / AAA Large
AA Normal / AAA Large
When to use black and white
Digital
Digital pieces featuring instances of high density type at small scale, like email body copy, are best suited to be set in the black and white palette.
Printed pieces featuring multiple works and body copy are best suited to be set in the black and white palette.
The path
Membership is elastic—it’s a journey that is unique to each individual, interconnected with other members, and never-ending.
To help illustrate this, we have the path—a graphic device that speaks to the way members are able to connect ideas, move freely, and mix and mingle with others through membership.
The path is a communication tool, so avoid overusing it or forcing it into places where it may distract or dilute our message.
Core shapes
The path is made up of curves and straight lines. These simple lines can be trimmed however you want in order to connect to type, imagery, or each other.
Path interaction
Type
Image
Mix
Path sizing / styles
Use an uppercase M and an underscore to create guidance for both path stroke weight and margins between paths/characters.
Path style detail
Style 1
1 Underscore Thickness
Style 2
1/2 Underscore Thickness
Path breaks and corners
Path breaks help give these simple forms an ownable look and are meant to evoke moments of pause in the member’s journey.
They don’t need to be used at every corner and shouldn’t create unnecessary visual noise.
When using a corner, ensure they're beveled.
Path Break Style
Beveled Corner Style
Path margins and placement
Path margin unit
Path margins
Layout example
Aligning terminals
Terminals (path ends) can target the center of a letterform (character) or the center of a type module.
Module alignment
Character alignment
Example
Choosing between module and character alignment, or a mix of the two, should be intuitive based on what works best for the flow of each composition.
Module alignment
Character alignment
Mixed alignment
Path quantity
Determining the number of paths in each composition isn’t an exact science, but usually relates to the number of elements you wish to connect.
1 path
2 paths
3 paths
Example compositions
Path personality
The path is meant to be a reflection of the many ways members choose to move through the Museum. Some days you know exactly what you want to see. On others, you might drift from gallery to gallery letting curiosity guide you. Thinking of these ways of moving as distinct personalities could inspire new shapes and compositions.
Path personality thought-starters
Illustration grid usage
In addition to our path personalities, we also have a set of optional illustration grids that can help get you started with a new composition using the path.
Simple
Complex
Grid examples
Guide examples
Illustration examples
When the path is the hero of the composition (not directly connecting type or imagery) you can increase its weight by whole multiples to a thickness that best suits the hierarchy you desire.
Range
Our system is designed to flex—we can explore low, medium, and high brand volume with photography, type, or the path being the focus.
The resulting spectrum allows us to create dynamic and expressive work that responds to the message and context of each application.
Hero
Photo
Photo + graphic
Graphic
Our range of printed materials are vibrant and expressive—taking full advantage of the brand toolkit. A restrained approach to content, however, allows for balanced layouts and ample “white space.”
Print material recommendations
Envelopes
Best: Mohawk Superfine White 70# or 80# Smooth or Eggshell
Budget: Mohawk Pure White 70# or 80#
Sustainable: Mohawk Via Pure White 70# or 80# Vellum
→
Fulfillment package and renewal mail envelopes
Post Cards
Best: Mohawk Superfine White 100# Cover Eggshell
Budget: Mohawk Pure White 100# Cover
Sustainable: Mohawk Via Pure White 100# Cover
→
Renewal postcards
→
Trial and referral program handouts
Buckslips
Best: Mohawk Superfine White 100# Cover Smooth or Eggshell
Budget: Mohawk Pure White 100# Cover
Sustainable: Mohawk Via Pure White 100# Cover
→
Renewal and Patron Program buckslips
Fulfillment Package
Best: Mohawk Mosaic Vellum or Superfine White 80# or 100# Cover
Budget: Mohawk Pure White 80# or 100# Cover
Sustainable: Mohawk Via Pure White 80# or 100# Cover
→
2024 Holiday Campaign fulfillment package
Paper Membership Cards
Best: Mohawk Superfine White 16pt Smooth
Budget: Mohawk Pure White 16pt Smooth
Sustainable: Mohawk Via Pure White 16pt Smooth
→
Fulfillment package cards
Letters
Best: Mohawk Superfine White 28# Smooth
Budget: Mohawk Color Copy Bright White 24#
Sustainable: Mohawk Via Pure White 24#
→
Renewal letter and thank you letter
Signage
Membership signage follows general MoMA brand guidelines but introduces color to stand out across the Museum campus. Signage greets members warmly and drives attention to exclusive benefits and offers.
Motion
Our motion system is tonally connected to that of the Museum, but leverages the path to provide energy, dynamism, and life to select applications.
Behavior: Pan
The path motivates transitions between content modules. This navigation system mimics the movement of visitors between galleries. The vertical movement and natural easing are consistent with the MoMA Motion System.
Behavior: Throw–catch
Editorial transitions add visual excitement and variety. Maintaining directionality and velocity helps smooth out hard cuts.
Titlecard presets
Each path direction has a throw state and a catch state. Mixing and matching path direction speaks to the many ways members move throughout the Museum.
Typography
Each titlecard preset contains togglable options for large, medium, and small type.
Path controls
Most titlecards contain a layer called ‘PATH-CONTROL’. Use this layer to adjust the start or end position of the path so it maintains a consistent margin from the type. Do not manually change the horizontal position.
Sequencing guidance
Sequences can be a combination of any number of images and titlecards.
Assets can be inserted, moved, or extended in the timeline editor.
Color
Using After Effect’s Tint effect allows colors to be quickly auditioned and swapped while building a sequence.
In use
Here’s a look at how all of our motion principles come together in video, social, and advertising applications.
Spring 2024 Member Evening
Program Wall
Meta Ads
Email Heroes
Banner Ad
Email Ad Unit
2024 Membership Holiday Campaign
Elevator Screen
2024 Membership Holiday Campaign
Paid Social Ads
Motion Toolkit
Access templates, sample files, and assets
in the MoMA Membership Motion Toolkit
AfterEffects file.
Photography
The membership experience is subjective, so our photography focuses on people and captures the many ways they can see, feel, and move through the Museum.
These membership moments are intentionally dynamic in range—macro and micro, personal and shared. Together they make up a tapestry of imagery that speaks to how every member makes MoMA their own.
Note: All of the following imagery examples below and featured in example mockups are reference only, and should be updated as the membership photo library grows.
Immersive and inviting
• Using people to frame the art and the space to frame people
• Exploring how the perspective of the member changes the perception of the artwork
• Sense of environment and surroundings
Personal and candid
• Intimate, involved, up-close
• Sensory
• Incidental, yet elevated
Dynamic and playful
• Sense of movement
• Timelapse, motion blur
• Exaggerated angles
What we shoot
Experiences
Interaction
Movement
What we look for:
• Looking, seeing, feeling
• Blur / focus, being in and amongst
• Small details
What we look for:
• Active exchange, throw-catch
• Communal atmosphere
• Gestures, reactions
What we look for:
• Spontaneity
• Members in motion
• Entering in, crossing thresholds
Voice and messaging
Membership speaks to all curious and creative people who want to be treated as Museum regulars and active participants in the MoMA culture.
Who’s speaking
How we sound
Our writing goals
MoMA as a member host
We come across like the founding member of a curious and creative community.
We are personable
We are not provocative or challenging
We are not authoritative or academic
Approachable yet elevated
Our voice is welcoming and well-spoken with a playful hint of wit. While we might flex our vocabulary to deliver a clever line, we keep everything positive, colloquial, and relatable.
Since the world of modern art is already elevated—considered elitist by some—we err on the side of clear, direct, and easy to get.
We use active and interesting verbs
We employ tasteful wordplay
We say “we,” “us,” “our” to be inclusive
We use contractions like “it’s” and “we’re”
We invite people to “get closer,” but not to literally “move closer” to the art
We avoid slang and trend
We avoid art speak and other jargon
We avoid over-explaining
We don’t sound institutional or formal
Lead with ideas, focus on benefits
We inspire with ideas, then tie everything back to the details of the membership experience to keep it clear and direct.
Make it feel personal
We keep it compelling by speaking directly to members and potential members.
Imply belonging
We establish a sense of community and make our audience feel welcome.
Encourage participation
Our calls to action invite members and future members to deeply engage.
Membership messaging
framework and copy examples
Overarching theme
Your MoMA
Make MoMA yours with membership. It’s an open invitation to join our community and get closer to the art and ideas of our time. As a member, you’ll see works you know with fresh eyes, reveal new and unexpected connections, and find a world of your own in a museum unlike any other.
Ideas to express
Personalization
Familiarity
Preferences
Point of view
Examples
Member homepage
Make MoMA yours.
Get closer to the art you love, enjoy exclusive programming, and meet other members of our vibrant, creative community.
Welcome to membership
Welcome to your MoMA.
We’re so glad you’ve joined us. As a member, you’ll find more of what moves you. Experience incredible art, exclusive access, and member-only events in a museum like no other.
Referral announcement
Share another side of MoMA.
Invite friends and family to get closer to the art they love. Every referral receives $20 off their first year of Access membership and above.
Supporting theme
Immerse yourself
Make MoMA yours with membership. It’s an open invitation to join our community and get closer to the art and ideas of our time. As a member, you’ll see works you know with fresh eyes, reveal new and unexpected connections, and find a world of your own in a museum unlike any other.
Ideas to express
Personalization
Familiarity
Preferences
Point of view
Examples
Buckslip (back)
Journey deeper.
Join the Patron Program and go behind-the-scenes with artists and curators. Get up close with exclusive experiences, private events, and more.
Start using your benefits
Get closer.
Your membership starts here, now. Immerse yourself with private previews, member-only programming, special discounts, and more.
Member previews
See it first
Georgia O’Keeffe: To See Takes Time
Member Previews Apr 6–8
Floor 3, Gallery 3 South
Supporting theme
Cultivate connections
MoMA is a vibrant, fun, and welcoming space. Membership is the best way to engage with it. You’ll encounter people and perspectives that pull you in, open your mind, and grab hold of your curiosity. Every visit is another chance to meet the unexpected.
Ideas to express
Community
Curiosity
Mingling
Belonging
Examples
Member events page
Engage with artists, curators, and other MoMA members through a unique range of special events and digital offerings.
Join us.
Member roundtable
Learn about the surprising relationship between architectural initiatives and the natural world. Join us live for an online conversation with Carson Chan, Director of the Ambasz Institute.
Member evenings
Gather as a community and enjoy a night out at MoMA. Mingle with other members, catch an exhibition, hone a new skill, and more.
Supporting theme
Stay in the now
Your MoMA is endlessly interesting because it’s always changing. From new exhibitions and special events to a collection that’s regularly rotating, membership keeps you tapped in so you’re never missing out. As a member, you’ll always know what’s now.
Ideas to express
Nowness
Change
Urgency
Presence
Examples
Last Look
See it before it’s gone.
The last day of every major exhibition is reserved for members and their guests. We hope you can make it.
Gift a MoMA membership
Share what inspires you.
Gift a MoMA membership.
Renewal email
Renew, return, reveal.
Dear Nathan,
Your membership will expire soon—but art and ideas will continue to shape our world...