National Museum of Mathematics

The icon is an abstracted rhomboid prism, encouraging viewers to see math from a new perspective.

Geometry is the first math children learn through play tiles and number building blocks. Geometry is also among the most grounded disciplines in math, so we felt that a building block of some sort served as a strong symbol of curiosity and practicality.

The icon can also be tessellated, divided, and rearranged to create delightful symbols for exhibitions.

The tessellation serves a double purpose. It allows for generative design, like in the case of exhibition icons, and it also serves as a motif for the interconnectedness between the math world and the real world. Most of us wouldn’t typically think of math as a community, but usage of the block to highlight math and people as one aims to bring in a new regular audience.

The header typeface is custom, a variation of Max Phillips' Field Gothic.

We added slight ink traps, moved crossbars up or down to align with the golden ratio, and moved the geometry of rounded letters closer to a normal circle to create a quirkier, math-based typeface.

The colors are adjusted from Wolfram Alpha’s orange, paying homage to MoMath’s origins, and built into a bright, refreshing palette.

The identity had to spark curiosity, de‑intellectualize math, and remain versatile enough to delight at museum scale.

Through our research, we found the core tenets of MoMath to stretch far beyond simply celebrating math. Much of the programming is oriented toward making math accessible for everyone, even concepts that are typically taught at the college level.