MoE Museum of Entrepreneurship
Task
Brand identity and unified visual system for the museum, designed to give visitors access to entrepreneurs stories
The Museum of Entrepreneurship in London is the first digital and physical museum dedicated exclusively to entrepreneurship, which collects and displays stories from the entrepreneurs of our time. By sharing these stories of entrepreneurs from around the world, the museum aims to teach and inspire people in their own future endeavours. The core focus is to reach out to young people from all walks of life, showing them that entrepreneurship does not belong to any specific gender, race, time or place; in truth, anyone can be an entrepreneur!
The visual identity created is based on a simple and modular solution with great flexibility that is built upon the geometric simplification of the initials ΜΟΕ.
The three lines of a simplified “M” and “E” produce vertical and horizontal activity and a dynamic movement in space. These lines represents individuals that come from different places to interact, to engage, to connect. In the middle the square “O” frames the entrepreneur’s unique story.
The responsive “MOE” changes shape to respond to its setting.
The foundation of the brand identity is the responsive square “O” framework that scales and adapts to any canvas. It can also be seen as a flexible space for text and images in “quotes” (M and E).
Metaphorically, MOE is placed at the heart of entrepreneurs’ stories, as depicted by placing the symbol over a diverse set of images or messages and, by using a framing device, draws on the theme and act of revealing insight.
The MOE flexible visual identity developed to bring a systematised and cohesive programme to print and environmental applications. The symbol has been integrated across museums’ touchpoints.
This dynamic identity illustrates the Museum’s ever-changing nature. In the upcoming years it will provide an important point of continuity for members, visitors, and the public during the transition to the new space.
The message focuses on making an emotional connection with people and recreating the feeling they have about their stories and the importance they play in their business.
