Andrew Blum: MMMMMMMMMMMM ...
On vacation in Greensboro, Vermont, in the summer of 1966, Alfred H. Barr, the Museum of Modern Art’s first director, had an epiphany. The museum’s official abbreviation—long “MOMA”—would, Barr thought, be better served by a lowercase “o”: “MoMA.” In letters sent from the city, his colleagues took issue with his holiday musings; “it gives me terrible visual hiccoughs,” one wrote.

Download PDF
badge