The new identity introduces a superscript trademark symbol as a key brand element. It highlights the ways in which brands lay claim to ideas and connect people. The MMK superscript symbol is attached to words and phrases to make them part of the museum’s identity. The project also involved renaming the museum’s three venues, which Zak Group chose to name MUSEUM, TOWER and ZOLLAMT, after the type of building they occupy.
A bespoke typeface, Museum Sans, was created in reference to the unusual geometry of typefaces such as Venus (1907) by Frankfurt’s Bauer Type Foundry.