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CITY MUSEUM VARAŽDIN
2024
visual identity proposal, branding systemcurrent websiteThe City Museum Varaždin stands as a custodian of baroque heritage now operating in a cultural landscape increasingly defined by digital presence and broad accessibility. In celebration of its centennial, the museum sought a refreshed visual identity that honored its rich history while positioning it for the future. This proposal responded to that duality. It aimed to preserve the weight of history while creating space for new narratives, new visitors, and a new rhythm of interaction. At the core of the concept was the letter V — a nod to Varaždin, but also a form with stylistic range. Its symmetrical geometry lent itself naturally to patterning, repetition, and variation.

The existing identity felt locked in the past — visually outdated, ill-suited for digital environments, and unable to flex across the museum’s expanding venues and initiatives. What was needed wasn’t just a redesign, but a rethinking: not how to look more modern, but how to feel alive across both physical and digital spaces. Rendered with a baroque sensibility, the V became a kind of modular ornament — graphic, elegant, and adaptable. It referenced the city’s rich aesthetic heritage without mimicking it. The identity system was built to scale. The flexibility of the “V” forms allowed the visual language to expand or contract depending on context — from signage and exhibition design to social media and digital catalogues. 

Rather than imposing a strict grid, the design encouraged movement within a framework, echoing the museum’s own ambition to grow without severing its roots. The proposal retained a strong typographic backbone, inspired by archival city signage — particularly its narrow, dignified proportions. This kept the system anchored in place, even as the decorative patterns introduced rhythm and contrast. Although the museum ultimately chose a different direction, the process clarified something essential: heritage doesn’t need to mean nostalgia. A visual identity can honour the past not by reproducing it, but by learning from its structure and letting it breathe in the present.