The Musée d’Art Moderne de La Ville de Paris is found in a truly exceptional part of the city. Approximately 700, 000 visitors a year arrive to witness frequent flagship exhibitions in a glorious location. Therefore, the museum is exceptionally well known worldwide. However, despite the museum’s competence in engaging a wide audience in the appreciation of modern art, several identities are housed together under one roof, which dilutes the institutions ambition. In 2011, the museum addressed this issue and invited CBA to create a strong trademark that would follow the global trend of contemporary art institutions across the world.
The new logo that was conceived was as unique as the museum itself. It was inspired by the intricacies of being amongst this varied space. The intrinsic tension between the many fields of prospective vision, modern and contemporary art create an atmosphere that needed to be reflected in the logotype.
The new concept was surprising and dynamic. The new sign made up of the updated logotype was used on its own, as an acrostic and was also reduced to its initials ‘MAM’. The flexibility of the logotype meant that it could be used on all of the museum’s communicative elements in its various forms, while also maintaining a consistent personality with which people related.