The brand is inspired by classic mysteries like Big Foot, Amelia Earhart and flying saucers. These elements are represented within the museum's brand and the exhibits themselves.
The identity for The Lost Museum makes the act of being lost visual by mimicking the feeling of walking around in circles.
The brand uses the elements of mysterious photographs and newspaper clippings with use of blurred photography and a custom typeface, Gloom.
The charm of The Lost Museum is the curious feeling of being lost. The visual elements embrace this feeling through the unusual cropping of photographs and surprising alignments.