Located at the heart of Paris, the Musée d’Art moderne de la Ville de Paris is nestled in extraordinary premises, which were built for the 1937 universal exposition. The programme melts flagships exhibitions and more cutting-edge projects. This approach positions the museum on the international stage and attracts a wide spectrum of audience (around 700 000 annual visitors on average). As the museum is composed of different entities, several identities live together, and dilute the policy and ambition of this major institution.
The turning point is reached in 2011, when the museum chooses to get a strong common trademark, following a global trend in the world of national and international contemporary art institutions.
The identity will be as singular as the museum itself and will be inspired by the specificities of this living and vibrating place : its unique situation, in tension between many universes (modern art and contemporary art, historical assets and prospective vision, …), the daring programme, as well as the inner liveliness and movement sprung from creation and its contemporary forms (videos, performances, installations, …)
More than a logotype, the new identity is created as an iconic sign and graphic system, both surprising and dynamic : two identical typographies are superimposed to give life to a third “image”, symbol of the energies which animate the museum. The sign is used on its own or as an acrostic, and can be reduced to its initials, MAM. The graphic system is also implemented as an alphabet, which is applied on many signage and communication elements.