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For such a tiny word, sex comes packed with enough preconceived notions to make even the most blasé New Yorker blush. The Museum of Sex has been trying to overcome those misperceptions since it first opened its doors in 2002. Regularly collaborating with academic advisors, artists and scientists, the museum offers exhibitions and programming with enough depth and variety to help visitors view sex as the museum does—through the lenses of art, fashion, history and science. A novelty or repository for pornography it is not.

Understanding all the baggage that must be overcome, Base Design began crafting a new visual identity for the museum by settling on a bold and impactful typeface that expresses the power of the words Museum of Sex. The international branding firm then used those words to frame thought-provoking images related to the history, science and culture of sex found in the museum. The result is a consistent communication system, including a fresh website, that embraces the museum as a culturally multifaceted environment exploring the boundaries—if only to push and change them. OOH advertising and signage thoughtfully spread the allure of sex throughout the city, positioning the Museum of Sex as a must-see destination for New Yorkers and visitors alike.

basedesign.com

museumofsex.com

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