SFMoMA

Double sided large format poster and visitor's guide for the San Francisco Museum of Modern Art, forming part of the institution's new visual identity following it's expansion and reopening

Adam Simpson worked with the design team at SFMoMA to help them communicate the public face of the institution, as well as the activity behind the scenes, playfully depicting the space, the community and the world renowned artworks, without being bound rigidly to the architecture of the museum

This side of the poster illustrates what goes into making an exhibition come to life

Double sided large format poster and visitor's guide for the San Francisco Museum of Modern Art, forming part of the institution's new visual identity following it's expansion and reopening

Adam Simpson worked with the design team at SFMoMA to help them communicate the public face of the institution, as well as the activity behind the scenes, playfully depicting the space, the community and the world renowned artworks, without being bound rigidly to the architecture of the museum

This side of the poster illustrates the behind the scenes processes and departments within the museum

Details of the individual drawings depicting some of SFMoMA's most iconic artworks, which are features in the museum's visitor guide

Includes here are Robert Arneson's California Artist and Richard Serra's Sequence

Details of the individual drawings depicting some of SFMoMA's most iconic artworks, which are features in the museum's visitor guide

Included here are Tony Cragg's Guglie sculpture and Alexander Caler's Big Crinkly