Philadelphia Museum of Art
Description
Typography plays a distinctive role in the identity crafted for the Philadelphia Museum of Art. A mix of vernacular typefaces – inspired by Philly’s storefronts, murals, and street vendors – brings punch and personality to sub-brands and programming. New typefaces will add their voices over time, keeping the expression fresh, lively, and surprising.
A key element of the system in every context is Fairmount Serif, the museum’s new custom typeface designed by Gretel in collaboration with Ryan Bugden. Rooted in Philadelphia’s industrial heritage and the museum’s origins as the Pennsylvania Museum & School of Industrial Arts, the typeface merges classical detail with contemporary strength. Drawing from archival research and historic lettering found across the campus, Fairmount Serif reflects both the craftsmanship and character of the city—sturdy yet refined, timeless yet distinctly local.
