The intense drive for success in our society makes people forget that it is often the mistakes that lead to success in the end. Dedicated to this theme, the Museum of Failure (MOX) presents a collection of more than 100 failed products and services of well-known companies. The new corporate design represents the culture of failure by merging two strong symbols in the logo. The result is a green X as a key symbol for the positive power of failure. For the further implementation of the concept, the green X is used as the key visual, crossing out the red images of the failed products.