MoMA PS1: A New Perspective

This rebranding concept for MoMA PS1 draws inspiration from the urban grid of Long Island City, Queens. By abstracting the surrounding street map from a bird’s-eye perspective, the identity transforms the city’s layout into a geometric visual system. The grid symbolizes intersecting viewpoints, ideas, and artistic practices, reflecting MoMA PS1’s role as a platform for experimentation and emerging voices within New York’s contemporary art scene.

A minimal palette of black, grey, and white allows the artworks to remain the focal point while creating a flexible identity across exhibitions, publications, and digital media. Using MoMA’s existing typeface maintains continuity with the institution while introducing a fresh visual language that highlights PS1’s distinct, exploratory character.