In the rebranding endeavor for the 'Museum of the Moving Image' (MoMI), the conceptual foundation is rooted in the brand characteristics of 'Sequence,' 'Verisimilitude,' and 'Frame,' encapsulating the duality inherent in individual images, sequences, and the relationship between reality and created reality in videos. The concept of ‘Beyond the Frame’ explores how still frames evolve into moving images with motion. This idea extends to both the typeface and the design system. The partially mosaic-like design structure helps make a transition from one still frame to another, having a sense of duality.