The art of shifting perceptions

The Mo Museum of Modern Art opened its doors in Vilnius in 2018 with a bold ambition: to redefine what an art museum can be. What began as one of Lithuania’s largest private art collections has evolved into a vibrant cultural hub that hosts diverse events, offers educational programs, and fosters discussions on mental health, intimacy, LGBTQ+, and more. The museum became a force that drives shifts within society, challenging norms and encouraging fresh thinking.

As the museum’s presence and reach grew, so did its brand complexity. Maintaining consistency across sub-brands and communications created by a wide range of contributors, from external designers to the internal museum team, became a growing challenge.

The refresh had to work within clear parameters: preserve the existing logo and ensure artworks could be integrated without distortion, a legal requirement. The new identity needed to extend from the logo naturally, both visually and conceptually. We answered by building a system around the idea of shifts, using angled planes that echo the logo’s M and the museum’s striking, angular architecture, providing flexibility while maintaining a strong visual framework.

We developed a comprehensive logo system designed to maintain consistency across the museum’s ever-expanding ecosystem. Built for flexibility, the system also allows the Mo logo to seamlessly combine with an evolving roster of partner logos.

Maintaining brand consistency across a growing team was a critical challenge. Our solution: a generative design tool that enables anyone to create distinctive patterns, layouts, and motion assets — all within a cohesive system.

As the Mo Museum continues to thrive, it stands as a testament to the power of art and community engagement. It exemplifies how a space dedicated to creativity can drive social change and foster dialogue, remaining at the forefront of cultural innovation, all while navigating the complexities of brand identity in an ever-changing landscape.