MOX—The Culture of Failure
The Museum of Failure (MOX) features a collection of failed products and services from around the world. Message: It is often the mistakes that lead to success. The new identity symbolizes this culture of failure. In the logo, two strong symbols are combined to form a universal symbol: the positive green tick for success, and the negative red X as a cross-out symbol for errors. The result is a green X for the positive power of failure—as a key symbol of the new corporate design. In this way, the positive power of unsuccessful attempts becomes apparent. It all serves as an invitation to change one’s point of view: Because mistakes are a good thing.