- 19/06/2025
FOMU REBRANDING
Inspired by the way people tilt their heads to scrutinize art, Mutant reimagined FOMU’s perspective on photography as a striking visual identity. At its core is a bold, sheared logotype that challenges viewers to break with tradition, broaden their horizons, and shift their perspectives. The inclined angles of the logotype anchor the identity and inform all other design elements, from typography to layouts.
To complement the sharp shapes, they introduced a subdued, vulnerable color palette, extending the identity throughout the museum’s interior. Dynamic motion design adds a layer of curiosity, positioning FOMU as a contemporary and engaging curator for younger audiences on digital platforms.
This identity reflects FOMU’s innovative approach, distinguishing it from peers while avoiding clichés like viewfinders and lenses. It boldly engages with photographic imagery, complementing rather than overshadowing the work. Exhibiting artists praised the identity for fostering a dialogue with their creations, while audiences responded to its daring and distinct voice.
- creative belgium awards 2025
- GOLD, Brand Design Rebranding
- agency: mutant
- brand: fomu
- DESIGNER: Frank Schouwaerts, Ben Boliau, Bob Van den Audenaerde, Joris Hechtermans, Tjen Colman, Sofie Gagelmans
- ACCOUNT: Innie Tran, Loes Daemen, Charlotte Verellen
- CLIENT: Isabelle Willems
