The Atomium is one of Belgium’s most celebrated architectural monuments and ‘the’ symbol of Expo ’58, otherwise known as the Brussels World Fair. It reopened as a modern museum space after extensive renovation in 2007. SIGN was asked to create a new visual identity covering everything: logo, stationery, posters, entrance tickets, invitations, internal and external signage, gadgets, website and catalogues. The resulting work was inspired by the Atomium’s particular shape and cladding and the typographical heritage of the 1950s. The partnership continues with the agency conceiving and producing the communication for the many different exhibitions organised at the site.