Sons & Daughters ID decodes its adaptive, angular identity system for the Mo Museum of Modern Art

Located in Lithuania’s capital, the Mo Museum of Modern Art has always had the ambition to drive shifts within society, challenging norms and encouraging fresh thinking by engaging with complex themes like intimacy, mental health, and LGBTQ+ issues. As Sons & Daughters ID’s Design Director Justina Ciacyte summarises, “It actively challenges public perceptions and reshapes the idea of what an art museum can be.” Just as the museum has transformed – from one of Lithuania’s largest private art collections to a dynamic cultural centre – so has its visual identity, reimagined by design agency Sons & Daughters ID, and founded on the concept of ‘shifts.’ As the museum expanded its presence and influence, the complexity of its brand also increased, with content being created by various contributors, including external designers and the museum’s internal team. Moreover, the previous identity had no strong connection to the museum’s logo, prompting the team to create something that would feel like a natural extension, both visually and conceptually.