A museum that advances the public understanding and appreciation of the art, history, technique, and technology of film, television, and digital media. It is located in Astoria, Queens, in New York, NY.
Create a unique visual identity for a cultural institution. The Museum of The Moving Image, a museum about film, television, and video games, was selected.
Using the square cutout on the film strip as inspiration, a set of square-shaped characters with positive and negative versions was created. The logotype, when put together, forms a pattern that is used in the visual identity throughout the campaign. Inside the museum, everything is projected, signage, staircases, even the gift shop—everything within the museum is movable.