Branding for a typographic museum. The Type Factory identity is about seeing type differently and is based on the theme of deconstruction. The logo is formed with deconstructed letterforms. Deconstructing it further, one can find a hidden phrase within the logo, Type Fact. Aptly, the museum’s purpose is to educate people about type. The theme of deconstruction relates to making typography more abstract, looking into form and detail. People are more likely to be able to appreciate art and architecture, but not necessarily type. By making it more abstract, it garners a second thought.