Julia Hoffmann
Designer · Creative Director
Articles & interviews
- Jesse Reed details Order's identities, Standards Manual's books and Michael Bierut's wisdom
The Brand Identity interviews Jesse Reed, co-founder of Order and Standards Manual, about the evolution of his Brooklyn-based studio, their publishing ventures, and lessons learned from Michael Bierut at Pentagram. Reed discusses the studio’s modular approach to identity design, particularly for MoMA, and the balance between client work, book publishing, and their new digital brand guidelines platform, Standards.
- New Brand Identity for MoMA by Order
BP&O reviews the refreshed visual identity for MoMA by New York-based studio Order. The project updates the museum’s system to be more modular, adaptable, and motion-driven, aligning with MoMA’s 2019 expansion and new seasonal communication approach. The identity builds on Pentagram’s 2009 system, incorporating MoMA Sans by Christian Schwartz and motion design by PepRally.