The Brand Identity

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MMAC_8 MMAC_10 MMAC_5 MMAC_9 MMAC_3 MMAC_1 MMAC_7 MMAC_2 MMAC_6 MMAC_4

The rectangular forms of MMAC’s architecture inspire its typographic identity by Sociedad Anonima

The Museo Morelense de Arte Contemporáneo Juan Soriano, MMAC for short, is an art museum in Cuernavaca, the largest city in the Mexican state of Morelos. It’s named after Juan Soriano, a local artist who began exhibiting his paintings at the age of 16 in the 1930s. The museum’s permanent collection contains over 1200 pieces of his work alongside the output of local and international artists. MMAC is the largest exhibition space in the state, with two galleries for temporary exhibitions as well as a multidisciplinary space, library and sculptural garden.

The museum is housed in a building designed by renowned Mexican architect Javier Sánchez Corral and his company JSa Arquitectura. Mexico City-based studio Sociedad Anonima created MMAC’s identity, which revolves around a custom sans serif display typeface inspired by the architecture. The intrusive cuts into the letterforms reference the building’s large concrete walls and spaces with rectangular forms and windows. The display version of the typeface is supported by a regular version, without the cuts, that is used for long-form text and supporting information.

The resulting visual language is used expressively across the site and is supported by a vibrant yellow and blue palette that adds warmth to the brutalist nature of the typeface.

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