The Tenderloin Museum celebrates the rich history of a San Francisco neighborhood you thought you knew. The 31 blocks of the Tenderloin District are the last bastion of a San Francisco that once was, peopled by immigrants and iconoclasts, artists and activists, sinners and saints. The Museum’s permanent installation tells the story of the neighborhood from its rebuilding after the 1906 earthquake through the present. Once known for “girls, gambling and graft,” the Tenderloin was also fertile ground for the Grateful Dead, Miles Davis, Dashiell Hammett and other cultural icons.
Mucho has created the identity and merchandize for the museum. A typeface was created taking letters from many of the signs in the neighborhood. Letters from porn establishments, drug rehabilitation centers, coffee shops, SRO hotels were all borrowed and repurposed to create an eclectic identity that only the Tenderloin museum could own. We complimented this with a woodblock font to help suggest the gritty nature of the area. T-shirts can be purchased with street names of the neighborhood and a woodblock map of the area is also available. With our San Francisco office being located on the edge of the Tenderloin we were very proud to help out a museum and cause that is close to our hearts