Mode Museum Antwerp
MoMu Antwerp has long been positioned within a traditional museum framework, often perceived as classical and static. This project reimagines the institution as a contemporary platform that reflects the evolving nature of fashion.
The identity is built on the concept of human proportion, an underlying principle that shapes both the body and the garments that surround it. Rather than treating fashion as static objects, the system focuses on how clothing interacts with the body through volume, silhouette, and scale.
The logo becomes a flexible system that shifts according to different proportions, echoing the variability of the human form and the diverse structures of fashion. By translating bodily measurements into visual language, the identity system adapts across applications, creating a dynamic and responsive brand.
This project positions MoMu not as an archive of garments, but as a living system that reflects the relationship between body, form, and fashion.
Logo
Concept Sketch
To explore the relationship between body and garment proportions, clothing from everyday wear and from fashion shows, runways, and collections was analyzed and translated into graphic sketches.
Logo Process
All the logo exploration and processes are based on the concept of ‘human body proportion’. The initial concept for the logo was based on simple geometric forms: a circle representing the head, an inverted triangle representing the upper body, and a semicircle suggesting either wide lower garments or the feet.
To achieve a more intuitive and contemporary feel, the forms were unified into rectangles. Three rectangles of varying sizes were arranged vertically to represent the head, upper body, and lower body, reflecting proportions such as shoulder width, leg length, and skirt volume.
Poster
Exhibition Poster
Logo System
The logo adapts to human proportions and also changes according to different paper formats.
Brand Application
Brand Identity Animation