Museum of Freemasonry

Revealing the meaning behind the mystery


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 Grand Lodge of England in Covent Garden, The Museum of Freemasonry – part of London’s prestigious Museum Mile group – delivers a unique insight into what is undoubtedly one of the most fascinating and misunderstood associations in the world. 


The Challenge
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 platform 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 Freemasonry in a modern, innovative way.


Insight & Strategy
At the very core of Freemasonry are the principles of geometry and unity. Using this as a basis, we created an enigmatic and intriguing mark which combines sacred geometry and the letterforms ‘M.O.F’. Building on this approach we created a complete graphic identity system which delivers the core messages whilst hinting at the fascinating and rich underlying history of the organisation. 


Customised typeface
A rich symbolic language has been a part of Freemasonry for the entirety of its 300 year history. In response we created a customised typeface, which draws from this graphic language without replicating it directly. In this way we were able to evoke and celebrate Masonic symbolism without misappropriating it.


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%.

Our remit included;

  • Brand strategy
  • Identity system
  • Logo design
  • Brand guidelines
  • Signage & wayfinding
  • Print Design
  • Advertising
  • TfL advertising campaign