Anatomy of a logo: MoMA by Ivan Chermayeff
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Ivan Chermayeff’s MoMA logotype first surfaced in 1964, making effective and appropriately modern use of Franklin Gothic No. 2 to create a starkly typography approach. Chermayeff, son of the modernist architect Serge Chermayeff, worked across graphic design, branding, writing, and design theory, creating logos for Barneys New York, Chase Bank, New York University and many other American institutions. A custom typeface by Matthew Carter, MoMA Gothic, was introduced in 2004 and five years later Pe
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