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moMATH (National Museum
of Mathematics)

 Self-Initiated Brand Identity Project

 Arts & Culture
 Brand Identity | Brand Strategy | Typefaces | Digital Experience

Mathematics reveals the hidden order behind how the world works, and the National Museum of Mathematics (MoMath) exists to make that beauty visible to the public. The MoMath Rebrand is an experimental visual identity that uses graphic design to turn abstract math into a clear, everyday language for the museum. Rather than simply updating a logo, the project builds a complete system that can be used across signage, exhibition titles, tickets, business and membership cards, staff IDs, outdoor advertising, apparel, and corporate gifts. A primarily black-and-white palette underscores clarity and rationality, while bright accents for youth and program content keep the museum feeling energetic and welcoming.

The concept arises from a close study of mathematical symbols, many of which derive from Greek letters and carry strong cultural significance. The goal was to fuse these forms with English letters to create a typeface that “looks like math” while remaining highly readable in real-world use. Letterforms draw from π, the lemniscate (∞), brackets, the golden ratio, and especially the parabola, which shapes the museum’s “M.” After multiple rounds of experimentation, these characters were refined into a bold wordmark. In the layout, exhibition names and labels extend beyond the frame to echo MoMath’s dynamic installations, and iconic symbols reappear throughout wayfinding and promotional materials. Together, the typography and symbol language turn the identity into a visual narrative about the beauty of mathematics, inviting visitors of all ages to engage more deeply with math.



My Role:
Creative Direction (Strategic, Logo Design, System Design, Digital Experience)

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