(National Museum of Mathematics)
Industry
Arts & Culture
Role
Lead Designer/Creative Direction (Logotype, Visual System)
- Created the wordmark and custimized typeface
- Designed core rollout applications: brand patterns, stationery, and shopping bag design
Challenge
Mathematics reveals the hidden order behind the world, but for many people, its visual language can feel abstract, rational, and closed. Symbols such as Greek letters, π, %, ∞, brackets, or geometric signs often carry fixed meanings. They are familiar, but they can also feel distant, technical, and hard to enter.
For MoMath, the challenge was to move beyond using mathematical symbols as decoration. The rebrand needed to translate the visual character of mathematics into a language people could read, use, and feel closer to, while still keeping its sense of logic, curiosity, and abstract beauty.
The system also needed to be clear and flexible enough to work across the museum’s full experience, from signage and exhibition titles to tickets, membership cards, staff IDs, outdoor advertising, apparel, and gifts.
Concept
The identity draws from the distinctive visual details of mathematical symbols, their curves, corners, proportions, and geometric rhythms. Instead of using these symbols literally, the system translates their familiar formal qualities into a new alphabet.
This turns mathematics from a closed symbolic system into an open and readable visual language. The letters can form words and carry everyday messages like a normal alphabet, but visually they still hold a mathematical character.
Through this alphabet, math enters language, reading, information, and daily expression. It no longer feels only like something to observe or decode, but something visitors can recognize, use, and connect with.
Design System
The custom alphabet becomes the core of the identity system. Letterforms are inspired by visual cues from π, ∞, brackets, the golden ratio, and especially the parabola, which shapes the museum’s “M.”
A primarily black-and-white palette reinforces clarity, structure, and rationality, while bright accents bring energy to youth programs, exhibitions, and public-facing content. Across signage, tickets, cards, apparel, and promotional materials, the system keeps a strong mathematical character while remaining readable, flexible, and welcoming.
Together, the typography and symbol language create a visual narrative about the beauty of mathematics, making abstraction feel more visible, more accessible, and more connected to everyday life.
Additional visually bold project
TPARK (Tennis Park)
High-impact pitch direction scale to touchpoints to prove real-world viability