AUTObodies: speed, sport, transport at the Museum of Modern Art celebrates automotive design and its evolution.
The challenge was to find a cohesive way to present five decades of automotive design, including full-size vehicles. Working with the MoMA team, James created the exhibit’s sleek, performance-inspired logo, which resembles a car’s silhouette. All materials, from the environmental design to digital displays to marketing collateral, feature the same silhouette, a typeface used in European highway signs and a rich, industrial blue accented by silver. To complement the exhibit, James designed the brochure to open like a road map.