Bosco Hernández & Jennifer Sonderby | The new SFMOMA visual identity

The New SFMOMA Visual Identity

Filmed on October 18, 2016 at the 2016 AIGA Design Conference

About this video

Get the behind-the-scenes story of how the San Francisco Museum of Modern Art Design Studio brought to life a new visual identity and thereby transformed more than just its letterhead. The details of how physical spaces, digital platforms, and even bathroom icons were injected with warmth and openness will be shared, revealing a process full of surprises. Attendees will gain insight into what it takes to persuade an internationally renowned museum of modern and contemporary art to redesign its logo in-house, and then to trust its staff to deliver the goods.

Speaker bio

Bosco Hernández was born and raised in Mexico City. He received a B.F.A. from the Rhode Island School of Design in 2002. In 2013, he received an M.F.A. from the Werkplaats Typografie in Arnhem, Netherlands. His work has been exhibited internationally at MoMA PS1, Museo de Arte Carrillo Gil, and the International Poster and Graphic Design Festival at Chaumont.

As the design director at the San Francisco Museum of Modern Art, Jennifer Sonderby provides creative and strategic direction to SFMOMA’s brand, leading an award-winning design studio whose work includes the recent launch of the museum’s new visual identity. The launch coincided with the opening of SFMOMA’s expanded new building in May 2016. Sonderby’s team re-envisioned every aspect of the institution’s visual communications—from wayfinding signage to exhibition identities to digital initiatives.

This symposium was made possible by TCG.