MAMM unveiled a new logo.
Viewed head-on, it is a rhythmic line, but shift your viewpoint slightly—and it transforms into a three-dimensional spring with a red dot inside. Perhaps this is a fitting symbol for a museum that has also changed its form several times. In 1996, Olga Sviblova created the Moscow Photo House, which later became the Multimedia Complex of Contemporary Arts, and then the Multimedia Art Museum. Now, on the eve of its 30th anniversary, the logo is up next.
Designer Daniil Velichko didn’t just create a symbol; he devised an entire system. From it, a pattern is assembled, and since the red dot is in a different position every time, the identical element appears slightly different all the time. This construction then proliferates throughout the museum—transforming into navigation, print materials, digital environments, exhibition architecture, furniture, clothing, and shop merchandise. The first prototypes were completed in just two weeks, and for now, it resembles a design laboratory more than a finished collection. Essentially, MAMM decided to celebrate its 30th anniversary not with recollections of the past, but by testing how many new forms could be extracted from a single small red dot.
