Located in Mexico City, the Museo Tamayo is a contemporary art museum that also houses at its core a collection of works by Mexican artist Rufino Tamayo. Under its new director Sofía Hernández Chong Cuy, the Museo Tamayo has refocused its program to present a wider range of activities including programming, events, and commissioned projects. In the identity, “Museo” is signified by an angled “M” that floats within each design at different positions. The resulting identity exists in a perpetually shifting state, subverting the assumed authority of the singular, monolithic institutional identity by offering one that is responsive, dynamic, and hybrid in its place. A publication system for its in-house magazine, “Rufino,” was also developed.