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MOX - The culture of failure. / Corporate design for the Museum of Failure

MOX - The culture of failure.
MOX - The culture of failure.

Discipline: Communication

Discipline: Communication

Many of the greatest successes were born of initial errors and failure. The Museum of Failure in Carson City, USA presents a large collection of failed products. Because for every great success like the iPhone, there were more than a few potential Edisons who failed. The corporate design for the museum plays with the idea of failure giving birth to success. The logo design merges two classic symbols: a green tick representing a correct answer, and a red X representing an error. The result is a green X, representing the creative power of failure, in the acronym MOX, shorthand for Museum of Failure. Throughout the museum’s communication, the green X is used to cross out red images of failed products.


  • DEVELOPMENT TIME up to 12 months

  • TARGET REGIONS Europe, North America

  • TARGET GROUPS Consumer / User

For every success, a long line of failures - the thick green 'x' in the Museum of Failure's brand design symbolizes how important getting it wrong can be. At the same time, the piece toys with the red-green color blindness that obscures the view of the whole. This clever graphic design encourages us to see a possible solution in every mistake.
Gold Statement
Client / Manufacturer

Museum of Failure, Inc 

Museum of Failure, Inc 
Carson City, United States


GREY Group

Grey Germany / KW43 Branddesign
Düsseldorf, Germany

Prof. Rüdiger Goetz (Managing Director Creation), Alexander Geh (Creative Director), Aya Kitsukawa (Junior Art Director), Tara Otto (Art Director)

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