For the SF MoMA branding project, I curated a compelling branding story to elevate the museum’s identity and designed a dynamic new logo icon featuring nine interlocked half-circles. This bold and modern design symbolizes creativity, connection, and the overlapping perspectives that define SF MoMA’s mission to inspire through art. The museum previously lacked a standalone logo icon, which limited its ability to create a cohesive and versatile visual presence. The new icon fills this gap, serving as a flexible design element that complements their wordmark and works seamlessly across platforms. It’s especially effective on apparel and merchandise, giving the museum’s products a polished, unified look that enhances their appeal and boosts sales.