The brand identity for the National Museum in Kraków
The National Museum in Kraków is one of the largest museums in Poland. Its collection covers an incredibly diverse range of art—from antique sculpture to contemporary industrial design, with a masterpiece by Leonardo in between.
Creating a new visual identity for the Museum was a challenge in many ways. Not only should it use timeless symbol not aligned with one style or period, but also one that would embody 12 distinct branches scattered around the vibrant city of Kraków and beyond.
1
The Symbol
Inspiration
The new identity is based on the metaphor of weaving threads of inspirations and artworks into the vast body of art—as the basis and DNA of the collection. The symbol is timeless and abstract in its geometric interpretation of classical typography. It is a graphic rendering of the abbreviated name of the Museum—MNK.
Structure and grid
The logo is based on a meticulously designed geometric grid that forms the basis for the layout system of the identity.
2
Branches
The dynamic serif
To capture the diversity of the 12 branches of the Museum and its collection, the first serif is a dynamic, changing form. Each shape is inspired by the art or building of the branch it represents.
Naming
One of the problems we encountered during our workshop and strategy phase, was the complicated and inconsistent names of the Museum's branches. In cooperation with the Museum, we introduced a new system of short, memorable names for the branches, and connected them to the main MNK brand.
Overall, this is a really strong identity...
3
The System
Visual DNA
The identity is an extensive visual language, and enables many forms of communication—from the elaborate and artistic to the very functional and straightforward.
Illustrations & Patterns
The identity includes a striking and original illustration style that complements the artwork displayed during exhibitions. They can adorn anything from t-shirts to posters and create a contemporary, fun way to show art. Each od the dynamic serifs is a starting point for a decorative pattern. Together, the patterns are an abstract illustration of the rich tapestry of the Museum's collection.
Icon System
The visual language fuses the Museum's symbol and its art into one form. Thanks to the timeless geometry of the symbol, it can be interwoven with medieval paintings and modern abstract sculpture alike.
Art & Symbol as One
The visual language fuses the Museum's symbol and its art into one form. Thanks to the timeless geometry of the symbol, it can be interwoven with medieval paintings and modern abstract sculpture alike.
Typography
The typographic system is based on the Sangbleu typeface by Swiss Typefaces. Its letterforms are at once classic and modern, and have the elegance and finesse to fulfil all the different identity needs.
Creative Direction
Emilka Bojańczyk
Team
Concept: Emilka Bojańczyk, Zuza Charkiewicz
Design: Emilka Bojańczyk, Zuza Charkiewicz
Arts: MNK collection
Illustrations: Zuza Charkiewicz
Animations: Ewa Najnigier-Galińska, Zuza Charkiewicz
Typeface: SungBleu Sunrise by Swiss Typefaces
Client
The National Museum in Kraków
Awards
The PRINT Awards
Branding Identiy & Identity Systems winner– First Place
Creative Review Annual
Honourable Mention
One of my favorite things about this project are the sub-brands...
