Repositioning and rebranding for the Museum of Freemasonry, London./u00a0Ascend Studio created a modern, open and engaging dialogue with a diverse local and global audience, aimed at 'demystifying Freemasonry'.

Freemasonry in England is over well over 300 years old. Boasting members from Mozart to Sir Winston Churchill, it has always been shrouded in mystery and deeply misunderstood. From its home inside the United/u00a0Grand Lodge of England in Covent Garden,/u00a0The Museum of Freemasonry /u2013 part of London/u2019s prestigious Museum Mile group /u2013 delivers a unique insight into what is undoubtedly one/u00a0of the most fascinating and misunderstood associations in the world.

To create a more modern, open and engaging dialogue with a diverse global audience of international tourists, day-trippers and Freemasons themselves. The Museum of Freemasonry needed a new brand/u00a0platform and identity system to promote a new attitude and tone. We worked closed with the museum directors, curators and Freemasons to formulate a new vision for the museum that celebrates/u00a0Freemasonry in a modern, innovative way.

At the very core of Freemasonry are the principles of geometry and the sentiment of unity. Our design strategy uses this to create an engaging and modern aesthetic by combining the letterforms /u2018M.O.F.'/u00a0within a monogram. This was developed from layered base geometry, which acts as both a celebration of these principles and forms the basis of the complete graphic identity system that enables the delivery of core messages and reveals significant artefacts; unravelling this fascinating history.

The open-minded, progressive and more deeply engaging museum brand strategy solution is expected to contribute to an increase in visitor numbers for 2019 of over 30%.

The project includes a complete brand strategy, identity system, custom typeface and full brand guidelines.