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The SFMoMA is all about creating a space for modern art to live. But there's also a meta-layer to the art experience that comes from the aesthetic and conceptual life of the space itself – the colors, the architecture, the little design touches. These elements contribute to our experience of the art inside, but often operate below our cognitive awareness. I decided to bring one of those meta-elements to the forefront of attention – the typography used inside the museum, on anything from exhibition signage to elevator buttons to restroom signs.