SIMI LEE
Graphic Designer
Based in Los Angeles
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IF MUSEUM
IF Museum helps audiences explore math and science through visual and hands-on experiences. This rebranding translates that mission into a flexible identity system that works across spatial, print, and digital applications.
At the core of the identity is the idea of transforming abstract concepts into tangible visual forms. Using simple geometric forms to clarify complex ideas, the system generates unique patterns for each exhibition while maintaining a unified overall identity.
LOGO DESIGN
The logo is designed using the most essential geometric elements—dots and basic shapes. Built from these minimal units, the visual system clearly defines IF Museum’s identity and makes complex theories feel approachable and intuitive to explore.
PRINT DESIGN
Drawing from the geometric logic of the logo, I designed business cards, a letterhead, and an envelope that clearly express IF Museum’s visual identity in print.
The envelope’s patterned back extends the logo’s elements to reflect the museum’s themes of repetition and transformation, while the enlarged and overlapping logo treatment encourages viewers to infer the whole from its parts—a visual gesture aligned with the museum’s exploratory approach.
