Academy Museum of Motion Pictures

With the launch of the Academy Museum, the Academy of Motion Picture Arts and Sciences took the opportunity to undergo an identity transformation, recognizing the need to adapt to the digital age. The aim was to create a brand for the museum that embodies its Active Purpose: To inspire the discovery of the untold power of movies.

Collaborating closely with their team, we crafted a dynamic and adaptable identity system that captures the magic of filmmaking and pays homage to the talented creators behind it. The centerpiece of this system is a modular logo that adjusts in response to popular film aspect ratios, while a flexible color palette draws inspiration from the museum's content and installations.