Aura

moca.

People walking around an art gallery with sketches of nude figures on the wall.

A clean brand identity for AURA, a museum of contemporary art built around modernity, structure, and visual clarity. The project included logo design, brand direction, layout design, social media content, and merchandise applications.

The identity uses bold geometric forms and a minimal visual language to create a museum brand that feels contemporary, refined, and memorable. Designed to work across digital, print, signage, and merchandise, the system gives AURA a strong cultural presence while keeping the focus on art, space, and experience.

Service Provided: Branding / Logo Design / Campaign Design / Merchandise

Client: AURA Museum of Contemporary Art

Year: 2026

THE LOGO.

Logo for the Museum of Contemporary Art, featuring stylized text with a modern design.

The AURA logo is constructed from bold geometric forms that create a distinctive and architectural visual mark. The design uses a balance of circles, blocks, curves, and sharp cuts to form a logo that feels modern, sculptural, and gallery-like.

Its abstract structure gives the identity a strong sense of rhythm and movement, almost like individual art forms arranged within a space. The result is a logo that feels minimal, but still expressive and recognizable.

The logo’s custom geometric construction gives each letter a unique visual presence while still feeling unified as one mark. Rounded forms soften the design, while angular edges add structure, contrast, and precision.

The supporting descriptor, Museum of Contemporary Art, is set in a clean sans-serif type style, adding clarity and balance beneath the logo without competing with the main mark.

Together, the geometric AURA mark and supporting museum descriptor create a clean, contemporary logo system with strong visual impact. The main mark brings personality, abstraction, and memorability, while the descriptor grounds the identity with clarity and institutional polish.

The overall logo feels modern, cultural, and flexible — strong enough for signage and merchandise, but refined enough for exhibition materials, social media layouts, and museum communications.

  • Underground station with a large advertisement featuring a smiling woman in glasses and a red hoodie. Next to her, bold white text on a red background reads "Smile Big Sugar Free" and "chumble." Industrial aesthetic with lights and metal stairs.
  • Chumble strawberry gum packaging with bold red text background
  • Three colorful posters featuring diverse individuals in bright hoodies with glasses, smiling and posing in front of a graffiti-covered wall. Each poster displays the brand name "chumble" and slogans: "Smile Big Sugar Free," "Keep It Cool Keep It Fresh," and "More to Chew More to Love."
  • Woman wearing red sunglasses and sweater blowing a pink bubble against a red and white patterned background.
  • Five smartphone screens displaying promotional content for 'Chumble' gum, featuring vibrant designs, images of gum packs, and a person blowing a bubble. Slogans include 'Smile Big, Sugar Free' and 'More to Chew, More to Love.'
  • Two museum admission tickets, one purple and white, the other orange and white, for the Museum of Contemporary Art, with artwork sketches in the background.
  • Blurred person walking past a large printed poster about art and silence at the Museum of Contemporary Art.