Base Design creates new identity for New York's Museum of Sex

New York agency Base Design has rebranded the city’s Museum of Sex, aiming to create a new look that “embraces the museum’s position as a diverse, exploratory environment, one that pushes and changes boundaries.”

The museum was founded in 2002, and Base Design was brought in to work on the project on the strength of its identity work with La Fondation Vuitton. According to Base Design, the new look aims to “challenge misconceptions about the museum while simultaneously communicating the depth and variety of their programming, views art, fashion, history, science and more, through the lense of sex..”

New bold, impactful typefaces were introduced, and these frame numerous images from the museum that relate to the history, science and culture of sex.

The identity is to be used across all touchpoint including advertising, internal and external signage, and the museum’s website.