MODA Curates
Visual Identity

Wallach Art Gallery + MODA
Columbia University, New York

Design Direction
Design System
Logo

The MODA Curates visual identity accompanies the curatorial program at Columbia University’s Wallach Art Gallery. After creating and implementing the identity in the first year (2013), we built out a design system that would see the program into the future, keeping in mind that both the curatorial and design teams turn over annually. This design system affords each new team some flexibility in the implementation, while the logo and typographic standards ensure a cohesive look and feel year over year.

MODA Curates is an annual opportunity offered by The Miriam and Ira D. Wallach Art Gallery at Columbia University and the MA in Modern and Contemporary Art: Critical and Curatorial Studies Program for outstanding curatorial proposals related to students’ theses.

/ Design Detail / Each year the typographic form of the logo remains consistent, while both its container and background can shift. The design system allows for both positive and negative usage; color and image interact with the negative space created by the knockout version.