MOMATH (THE NATIONAL MUSEUM OF MATHEMATICS) REBRAND

This is an experimental project in my design studio. Mathematics illuminates the patterns that abound in our world. In this project, I designed a visual identity for The Museum of Mathematics, located in downtown New York, that includes a logotype, typography, color palette, graphic language, and compositions, to present its dynamic exhibits and programs which stimulate inquiry, spark curiosity, and reveal the wonders of mathematics.

The visual identity is built around a custom typeface that came directly from the shapes of mathematical symbols, such as the pi constant (π), the infinity symbol (∞), braces { }, the golden ratio(φ), etc. This typeface is used in creating the museum’s wordmark - moMATH, which is an abbreviation from “The Museum of Mathematics”, is combined to create a distinctive monogram. I also took the letter “M” from “museum” out to use as a single logomark. The shape of the letter “M” was inspired by a very significant component of math, the parabola. I hope the whole typeface remains readable while it incorporates the evolving, creative, and aesthetic nature of mathematics. In addition to the logo, the secondary type is Suisse Int’l, a utilitarian geometric font.

Besides the typeface, the mathematically relevant geometric forms and shapes take the place of composition, suggesting possible options and outcomes of layout designs. Shapes in the largest scale are used independently, usually as the focal point of the composition accompanied by the brand’s customized typeface. This usage brings out compelling visual effects and can be applied to emphasize certain mathematical themes or featured mathematicians, etc.

Shapes in the middle scale are often presented as duplicates or are superimposed on the typefaces. They can also be separate from the title to accentuate the artistic beauty and logical sense of mathematical feeling.

Last but not the least, the smallest scale can be used as building blocks in conjunction with the typeface to display various layouts. They are easy to manipulate and can bring a certain level of allure to the composition.