I used Formula Condensed and Pangram from Pangram Pangram Foundry. Formula Condensed has these amazing funky alternate letterforms. Also Its exaggerated slants and geometric curves gave me a heavy miami deco drive energy. Pangram is also a great contemporary geometric font with the perfect amount of quirk and grace for a brand like the New MFA.
Red was an absolute must and I chose colors playing off of that. I kept the palette warm by adding a midtone and dark toned red wine purple as secondary color options. I saw some potential for expanding the palette as I was experimenting with supplementary palettes. I added a jade and very light green for occasions we may want to take a step away from the warmer palettes. I also set up four creamy neutral colors that we can use in place of white to give the brand a warmer and softer feel. I chose an energetic and bold orange and golden yellow as accent colors, perfectly tuned to call attention to special moments while maintaining color harmony across the brand.
When laying out the type for The New MFA I really loved the way the W, M, & A jutted out from the word form. I noticed it formed a parallelogram, and when laid out horizontally the leg of the W and M sat parallel with each other. I played with the idea of drawing a container around the word form accentuating the parallelogram.
I find the parallelogram to be symbolic in its break away from a traditional square box and it's leaning forward almost as if it's sprinting into the future. The minimalism maintains the graceful brand treatment while the asymmetry of the forms are a nod to radicality and progress.
