CULTURal identity

The brand identity for the Museum of Medicine is rooted in the historical reality of body snatching and grave robbing in the 18th and 19th centuries,

a practice that played a crucial role in the development of modern medical knowledge. Rather than referencing grave robbing literally, the identity interprets it conceptually through ideas of taking, removing, and repurposing. While illegal and unsettling, this practice led to major advances in medical knowledge still used today. A simplified, abstract approach is taken to represent the idea of bodies being taken (apart) and reused for anatomy study. Sharp modular shapes are used throughout the identity to symbolise fragments of the body, forming a variable ‘M’ logo and a recurring coffin-like form, allowing the system to remain flexible across multiple museum touchpoints.