Spy Museum Rebrand is for International Spy Museum located in Washington, D.C. Its original identity system, despite of its clear use of classic thriller film color palette, red & black, lacks the sense of elusiveness and complexity.  In this rebranding project, the main focus was on the enigmatic logotype and how its variations can further support the mysterious nature of a spy.

View logo animation below, Sound on.

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Secret Underlie is designed as a special annual event on Jan 19th. It aims to engage the visitors on that day. Participating as multiple groups, they would try to find the one disguised museum staff member who tours among the group. The visitors from the winning group would each receive customized cover-story profile as the prize.