“EXPO 1: New York was a summer festival of exhibitions, a school, a colony, a cinema and more. The challenge was to create an identity that reflected the MoMA brand, but also conveyed the festival’s underlying tone of ‘dark optimism,’ and the urban grittiness of New York City. Using ‘X1’ allowed for a possible system for future EXPO events. The mark is based on MoMA Gothic, the MoMA proprietary typeface.”
