TDC Awards

The TDC competition, established in 1953, is the longest running, most prestigious, global typography and type design competition. Now in its 70th year, these awards are all about how letterforms are used and drawn, recognizing typographic excellence and celebrating new typeface designs in all global languages.

2022 TDC Awards - Communication Design

National Women’s History Museum

Agency Pentagram / New York

Client National Women’s History Museum


Identity/Branding / Campaign

Annual ID



The bold and contemporary identity centers on a folded “W” symbol that evokes a movable placard or display system, an apt metaphor as the virtual museum moves toward hosting exhibitions in physical spaces—and eventually finds a permanent home of its own. The new logo has endless flexibility; the “W” can be rotated to appear as an “M,” for “Museum,” or seen in perspective from various angles. The symbol can appear in flat color, or act as a frame or window for photos and images about women and history. The “W” can carry a single, carefully cropped image, as seen on the homepage of the redesigned website. Paired in combination, the “W” and “M” can be used to creatively tell stories—with a portrait of the woman pictured in the “W,” and her accomplishments represented in the “M.” The symbol can also be used to form graphic patterns.

2022 Awards

Total Points: 20

TDC Winner


Design Firm

Pentagram / New York


Emily Atwood


Kirstin Huber


Paula Scher
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