Schusev museum of architecture identity Кательникова Анна и Волостнов Олег
This work
in other
nominations
Brand Identity
Task
Based on the analysis of the cultural and social environment and the actual role of the museum in Russia, the goal of the project was to create an identity that could organically present a museum as part of the real and digital space of the museum, fully reflecting the changes in vision of the brand of the Schusev Museum of Architecture. Tasks: creating an adaptive logo, creating a visual communication support a dialogue with visitors, which would remain relevant for the next 10 years.
Ideas and solutions
The authors have developed two types of logos, basic and extended, which allows defining the place of the museum in the contemporary cultural space and new media. The expanded logo has a dynamic (animated) form that allows effective use of the logo in the digital. The dynamic (animated) form illustrates the connection between the museum space and the new media. The logo is organically integrated into the design code of Moscow. The basic logo identifies units of the museum (Melnikov Museum, Lecture Hall, Bookstore, Children's Club). This creates a user-friendly visual navigation for visitors.The extended logo is built on straight lines. The red rectangle is the main element of the extended logo, it forms a contrasting massive center, and is a reference to the form of the message cloud. The message window is a symbol of creating social relationship between the museum and the society. The red color connects new logo to the previous corporate identity. Today the museum goes beyond exhibitions and lecture halls, goes to the streets and citie’s places. Contemporary vision of the museum identity’s mission is to create organically visual communication between the museum and its visitor on real and digital world.
