Museum of
Pop Culture
Role: Brand/Identity Concept, Design Direction, Design
How do you create a logo for pop culture, which is always changing? Simple—you create an ever-changing logo.
For MOPOP, we created an identity based on the insight that pop culture is constantly reinterpreted and reinvented. Beginning with five pillars of pop culture—film, music, video games, fashion, and art—we designed bespoke typographic alphabets that speak to the essence of each pillar.
But that wasn’t enough. In order to speak to pop culture’s ever-changing nature, we took it one step further: we combed pop culture history for letterforms across our five genres and fed them into a custom-made AI model which then generated new versions of these letters. These generative, dynamic letters are constantly updating as the latest artifacts of pop culture are cycled in, creating a true reinterpretation of culture across time and genre.
For MOPOP, we created an identity based on the insight that pop culture is constantly reinterpreted and reinvented. Beginning with five pillars of pop culture—film, music, video games, fashion, and art—we designed bespoke typographic alphabets that speak to the essence of each pillar.
But that wasn’t enough. In order to speak to pop culture’s ever-changing nature, we took it one step further: we combed pop culture history for letterforms across our five genres and fed them into a custom-made AI model which then generated new versions of these letters. These generative, dynamic letters are constantly updating as the latest artifacts of pop culture are cycled in, creating a true reinterpretation of culture across time and genre.
The new identity is scheduled to launch in October 2024.
Agency: Iris Worldwide
Client: Museum of Pop Culture
Creative Direction: Matt Gray
Senior Designer: Matt Reyes
Creative Technologist: Yang Wong
Client Services: Mike Giger, Martin Merino