The MOMATH rebranding project aims to establish the National Museum of Mathematics in New York City as a welcoming and engaging space for visitors of all ages, while breaking down preconceptions and fears associated with mathematics.

The visual identity incorporates Lato, a simplistic and legible sans-serif typeface designed by Łukasz Dziedzic, which is juxtaposed with a complex pattern-rich logo. The primary logo features geometric shapes arranged in unexpected patterns, evoking the concept of new discoveries. The logo extension uses the same geometric shapes and colors to create mathematical glyphs and symbols through various patterns. The brand identity employs a bright fluorescent color range, creating an electric and eye-catching aesthetic, which makes mathematics feel fun and surprising.