Museum of Sex goes through rebrand to try and overcome misconceptions

New York City’s Museum of Sex has unveiled a rebrand that it hopes will force both locals and tourists to take the institution more seriously.

Created by international branding firm Base Design, the new work for the museum aims to help it move past misconceptions that it’s merely a “novelty or repository for pornography” while highlighting the unique content that can be found there, like its “in-depth exhibitions” and programming that "views art, fashion, history, science and more, through the lense of sex.”

The museum’s rebranding includes an updated visual identity for the brand that can be seen in its out-of-home advertising, signage and website.

The Museum of Sex, which was founded in 2002, worked with design firm Pentagram on the institution’s initial branding.

See some of the rebranding out-of-home work below: