2x4

(New York City, New York, Established 1994)

Based in New York City, 2x4 is a collaborative studio made up of designers, writers, programmers, and animators under the direction of Michael Rock, Susan Sellers, and Georgianna Stout. Their shared attraction to unapologetically ornamental patterning — a playful merging of figurative, abstract, or natural motifs — is one of the most distinctive elements of the studio's designs.

Named after the most basic form of milled lumber, 2x4 was founded in 1995 with the aim of approaching the tenets of graphic design as building blocks with which to construct their projects. The firm envisions its practice as one that "puts theory into practice and process into ideology."

This philosophy extends beyond logos and branding to the creation of a more cohesive story for every project. The long and diverse list of the studio's clients includes the Brooklyn Museum, Prada, Anyone Corporation, Vitra, and the Illinois Institute of Technology.


From June 3, 2013, through early 2016, SFMOMA's building on Third Street in San Francisco will be temporarily closed for expansion construction. Selected artworks in our collection are included in a range of off-site exhibitions during this period. We regret that the remainder of the collection will not be available for study during this time.

In the meantime, we invite you to explore a wide selection of our collection online. Please note that the information presented online is subject to revision. Please contact us at collections@sfmoma.org to verify artwork details.

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