The historic Museum of Art and Design (M.O.A.D.) at Miami Dade College has a new visual identity created by Lemon Yellow. The new identity aims to affirm the museum as one of the city’s landmark cultural venues, while actively reconnecting it the local community.

Housed in the iconic Freedom Tower, M.O.A.D. has been a cornerstone of the city’s creative and cultural community for decades. However, as Miami’s booming international art scene continues to grow, the museum needed to re-assert its authority as the true home of Miami’s artistic community.

In a radical departure from the previous logo, the new design dispenses with the image of the Freedom Tower in order to move the museum into a far more dynamic, abstract space. Inspired by the idea of an open world full of possibility, the new identity is built around a series of dots denoting an ellipsis. Or rather, a sign of things to come. Set on a pair of overlapping grids, the placing of the letters suggests a firm but unconventional way of connecting things, while the dots themselves symbolize a world of meanings waiting to be created and discovered.

Project Scope

Identity Design / Art Direction / Environmental / Website Design & Development / Print & Digital Design

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