Amoca – american museum of ceramic art. Amoca champions the art, history, creation, and technology of ceramics through exhibitions, collections, outreach, and studio programming. Exhibitions and programming at AmocaA embraces a wide number of topics – all relating to clay.

Since modern art ceramists today sculpt absolutely everything from clay, going far beyond the usual, the identity is based on the modeling of letters in 3D. Thus, the corporate identity is as “moulded” as everything that is exhibited in the museum. Navigation was also modeled, which in real life will be really molded from ceramics and combined with exhibition objects. All navigation is done in black in order to be as different as possible from the exhibits.

3D typography imitates different textures of ceramics, both glazed and matte coatings, rough and smooth, interspersed with gold, with small balls, with stripes and so on. The letters have been brought to life and can be sold in the museum’s gift shop as key chains and sculptures.

The typography is combined with the Times New Roman Condensed typeface, which keeps all this creative impulse in the system and reminds that the project is about a museum and about sterile exhibition spaces in which ceramic madness can be viewed. The font pair also includes the grotesque Arial Narrow, which is assigned additional texts and descriptions in the identity. Both fonts are used in the set to bring down the pretentiousness of Times New Roman Condensed, the grotesque is used in semantic accents.