MoMath Experimental Identity

About The Entry

MoMath is a self-initiated experimental rebrand project for the National Museum of Mathematics in Manhattan. The project explores how the abstract and rational beauty of mathematics can become more human, expressive, and connected to everyday langurage.

Instead of treating Greek letters and mathematical symbols as decorative patterns, the identity translates their visual details into a custom typeface. This typeface becomes the foundation of the system, forming the MoMath wordmark, a distinctive monogram, and a set of alternate glyphs that can replace selected letters in headlines and applications. Used with restraint, these substitutions keep the language readable while giving the identity a strong mathematical character.

The system also includes three-dimensional geometric forms inspired by MoMath’s exhibition spaces and mathematical formulas. These forms interact with a structured grid, creating moments of movement, emphasis, and visual surprise.

The identity extends across the full museum experience, including tickets, membership cards, staff IDs, outdoor advertising, website, apparel, and gifts. A mainly black-and-white palette gives the system clarity and contrast, while bright accent colors bring energy to the diverse events.

Ultimately, the project turns abstraction into access. It preserves the logic and beauty of mathematics while making it more visible, usable, and emotionally connected to daily life.