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MHM is home to more than 1,500 survivor testimonies and over 20,000 Holocaust artefacts. As we approach 75 years since the liberation of the Nazi concentration camps, the tragedy of the Holocaust feels more distant and less relevant.
Our brief was to develop a new, modern visual identity for MHM to help the museum connect with a younger audience.
We needed to engage a younger audience, while ensuring the survivors and their messages of hope remained at the core of the brand world we built.
We moved away from the visual tropes of the Holocaust like barbed wire, chimneys and stripes, and instead created a brighter, more optimistic visual language. Highlighting for young people the light that can emanate from darkness and the positivity and incredible value that is innate in our survivors and their stories of triumph over unimaginable adversity.
Rich in symbolism, our design language represents the fragmentation of Jewish people as a result of the Holocaust. And the survivors dedicated to placing those fragments back together. To rebuild their lives, commemorate those lost and share their lessons learnt. Piece by piece.
Our new visual identity is based on the idea of fragmentation. The missing fragments represent the lives and culture lost in the Holocaust, while the remaining fragments honour the survivors, who pieced together their memories and knowledge to pass on the lessons of the Holocaust for generations to come. Helping to build a brighter future, piece by piece.
