The brief was to create a typographic re-brand of the Museum of the Moving Image. The new visual identity system to have sub-identity/sub-brands for these 7 programming categories as well as motion behavior.
The idea was to focus solely on showcasing the visual content. By the logo "MOMI" opening into a screen, this system allows any program, event, or screening to differentiate itself. The typography is based on the classically used white and yellow text used for film subtitles.