Meet Tsegaw Tesfa - the designer behind the logo for TheMuseumsLab 2025

Tsegaw Tesfa’s concept was selected by an interdisciplinary jury from over 20 submissions by talented graphic designers across Ethiopia. The design shapes the visual identity of TheMuseumsLab 2025 with Addis Ababa as the featured partner city.

The Logo

The redesigned ‘M’ embodies some of the core themes of TheMuseumsLab, as well as the overarching theme of the 2025 programme: ‘Colonialism and Resistance’. It merges multiple symbolic elements into a single, cohesive letterform, ensuring a modern yet deeply meaningful representation. Each element is subtly and abstractly woven into the M:

logo and logo components: Raised Fist, Unity, Peace Dove, Broken Chains, Plant Leaf, Horizon, Discussion, Open Book
  • Raised Fist: Resistance & Empowerment – The angular strength of the fist blending seamlessly within the overall shape, reinforcing the fight against oppression.
  • Unity and Discussion: Interconnection & Collaboration – TheMuseumsLab’s role in fostering dialogue and cooperation.
  • Peace Dove: Harmony & Cultural Sensitivity – Fostering inclusive museum spaces.
  • Broken Chains: Decolonisation & Freedom – Resistance and focusing on renewal and positive change.
  • Plant Leaf: Growth & Cultural Flourishing – Heritage, rebirth, and the evolution of cultural institutions.
  • Horizon: Vision & Looking Forward – Hope, forward-thinking, and a future of ethical museum practices.
  • Open Book and Discussion: Learning & Knowledge Sharing – Education, storytelling, and knowledge exchange.

The Artist

Tsegaw Tesfa is an allround graphics designer based in Addis Ababa, known for his bold art direction and storytelling-driven design. At Qedamawi, a design studio he co-founded, he works as an art director believing that great design is not just about the tools, but about thought, emotion, and purpose. With a background in branding, motion graphics and illustration, Tsegaw blends aesthetics with strategy to create work that resonates. His experience spans collaborations with creative agencies and corporate clients, where he has sharpened his ability to craft meaningful, emotionally driven visuals.

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