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The Archaeological Museum in Zagreb is the oldest museum institution in the Croatian capital, founded in 1836. Today the museum’s collections hold more than 450,000 varied artifacts and monuments, covering the period from the prehistoric to the medieval ages.Faced with the problem of an incoherent visual identity, AMZ hired our studio to help with the museum’s rebranding and the development of a contemporary identity that would fit their need for implementing consistent visuals in a vast amount of applications — from stationery, publications, signs, marketing, and museum shop material to a strict set of layout guidelines for online and printed material accompanying exhibitions and other events (lectures, book promotions, concerts, workshops).
Our response was a bold but stylistically neutral typographic framework complemented by the use of selected background images whose character defines the tone of the theme and illustrates the time period of the particular visual.Museum’s exhibition catalogs apply the system of reverse-opening front flaps and museum publications in general use oversized letters 'amz' on back covers which allows them to stand out and thus help boost the museum's brand visibility.
New logo uses the abstracted symbol of one of the most valuable and unique artefact in posession of the museum — the ‘Zagreb Linen Book’ — the manuscript with the longest preserved text in the Etruscan language, and also the only preserved example of a linen book in the entire classical world. The symbol and the museum’s name abbreviation are used in several configurations and their bold appearance in applications is intended to make the museum’s brand prominent and memorable.