The primary requirement of this brief was to create a new brand identity for a museum in Berlin. As F-interaktiv is a future museum that exhibits the latest in gaming and virtual reality technology, it was imperative that the re-design evoke a contemporary yet timeless visual language and identity, guided by the brand’s values: ‘engage’, ‘energise’ and ‘innovate’. Consideration of the brand’s multi-cultural demographic influenced the legibility of the logo and supporting graphic elements, which needed to be displayed in both English and German. ‘F’ is a prefix that stands for the words starting with the letter ‘F’ that embody the museum’s identity and offerings (see logo process). The original logo started as a 3D grid which was re-used as a way-finder.