Vagina Museum

Visual Identity



Brand Identity



March 2020


Museum Photography: Tom Joy

This project was undertaken as part of former design studio, Passport.

The Vagina Museum in London is the world’s first bricks and mortar museum dedicated to the gynaecological anatomy. They asked us to create a full brand identity and supporting print & digital materials, with the identity needing to help achieve their mission of destigmatising the vulva and vagina, which has huge consequences on the health and wellbeing of people around the world.

The challenge was that it needed to sit comfortably alongside talk of BDSM one minute, and FGM the next. Therefore, the logo needed to be sober but with a flexible supporting system that allowed the brand's wit to shine through when needed. We created two versions of the logo; a linear version, and one arranged in a ‘V’ shape giving the illusion of open legs to allow for more playful usage when appropriate.

We wanted to treat the supporting identity with the same ethos we apply to society; everyone is unique - and the eclectic visual language when brought together as a group is what makes it beautiful.