Museum of Freemasonry


Our challenge was 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.


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.

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.

Our remit included:

Brand strategy, Identity system, Logo design, Brand guidelines, Signage, Print Design, Advertising, TfL advertising campaign


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%.


Museum of Freemasonry rebrand: Revealing the meaning behind the mystery

Freemasonry in England is over well over 300 years old, it has always been shrouded in mystery and deeply misunderstood. The challenge was to create a more modern, open and engaging dialogue with a diverse global audience.

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Ascend Studio