Museum of Sex branding, by Base Design


Consultancy Base Design has rebranded the New York-based Museum of Sex to “challenge misconceptions” about the museum.

The new visual identity is composed of “bold and impactful typefaces”, alongside “thought-provoking” images, says Base, many of which are metaphorical.

It aims to demonstrate the “depth and variety” of the museum’s content and convey it as a cultural hub, which looks at art, fashion, history and science “through the lens of sex”.

Min Lew, creative director at Base, says: “The Museum of Sex is a creative breeding ground, for those who seek a deeper understanding of sexuality – it explores the frontier of the sexual landscape through the creation, curation and presentation of ideas and experiences.”

She adds: “The new visual identity aims to express this very notion and positions the importance of those conversations found within the museum for the public.”

MoSEX-01Images above courtesy of Base Design

MoSEX-08MoSEX-04MoSEX-03Images above courtesy of Museum of Sex and Keith Haring, Rich Simmons, lernert and sander, Irina Vorotyntseva, Joe Ovelman, Bompas and Parr and Martin Shkreli