Brand True

Brand True

SFMOMA

In 2005, the San Francisco Museum of Modern Art conceived of a biennial gala that would serve as the museum’s primary fundraiser—raising critical funds for the museum’s exhibitions and education programs. Elixir created the brand identity for SFMOMA’s Modern Ball.

As with all events, the opportunity to generate excitement and make people care starts the moment the event is conceived. A future date marked by a save the date and the invitation are catalysts for awareness even to those who will not attend. Every last element is part of a coordinated effort to inspire people to be a part of something bigger, which requires that they give money, hopefully generously.

An Evolving Identity

The solution warranted a minimalist approach that evokes art but doesn’t compete with it. Designed to compliment SFMOMA’s logotype, Elixir created a companion logotype with a refresh-able “ball” that would evolve thematically from gala to gala.

For the inaugural ball in 2005, we kicked off with a simple glass marble.

In 2007, a crumpled sheet of photocopy paper communicated the idea of starting over and the creative process.

In 2012, the ball was inspired by their blockbuster show about cubism and the architecture of the museum’s future expansion.

“I was familiar with Elixir’s work, much of which I would characterize as ‘fresh’. I sensed that they would listen well and respond to a discerning committee. Elixir’s solution has functioned more as a headline than as a logo, which helps differentiate the event materials from the museum logo. Elixir created a dynamic identity for The Modern Ball sub-brand, with great ‘updatability.’ We can change out the ball [in the logo]—which leaves room for the personality of each event to be shaped by the particular Ball’s committee.” —Jennifer Sonderby, Head of Graphic Design, SFMOMA