The visual identity for Amos Rex – a new contemporary art museum – takes its cues from architecture, both new and old. The logotype is based on old neon signs, characteristic of the Lasipalatsi building constructed in the 1930s. The calm identity is brought to life with an animation concept derived from the domes of the underground exhibition halls. “It’s as if the museum didn’t quite agree to go underground, and it’s somehow bubbling up into the square.”