Unity of text and form

MoMA gift store shopping bag, c.1999. Size: 8.5” x 11.5”
From the collection of David Versluis

The name MoMA is used to form consistent pattern of a continual recurrence, repetitious and rhythmical nature. To achieve contrast and variation the line The Museum of Modern Art, New York is used to emphasize the slightly off-center in this fairly rigid composition. The neutral typographic style of “Helvetica” and “corporate gray” reinforces the unity of text and form. (1)

1. Ruder, Emil. Typography: a Manual of Design. New York: Visual Communication Books; Hastings House, Publis, 1981. 134-98. Print.