UFO is a non-standard museum of UFO conspiracy theories in Australia, which presents unusual exhibits and photo zones related to extraterrestrial life, aliens, intergalactic invasions and aliens. The target audience is young people 20-30 years old who are interested in space, astronomy and alternative theories and doubt the official version of the existence of extraterrestrial life. The essence of the brand is that the museum does not give an exact answer to the question whether aliens exist or not. The museum presents two opposing points of view, and each visitor decides for himself which point of view is closer to him and which is easiest for him to believe. The idea of duality and ambiguity has become the main metaphor of the corporate identity and is expressed in the corporate font, in which, depending on the form and counterform, two opposite messages can be read. An accidental font can work independently, or it can work in tandem with strict and concise typography. The modern calm grotesque perfectly complements the bright accidental font. The chosen contrasting black-and-white gamma emphasizes the contrast of meanings as much as possible. Changing the scale of the letters and their location creates additional variable branded graphics that resemble unusual unidentified objects. These objects can become containers for any photos or work as a corporate pattern. The logo is assembled from simple geometric shapes and refers to pixel aesthetics, which works well with the company’s accidental font. In general, it turned out to be a mysterious and strange identity, emphasizing the duality and mystery of the UFO brand.