Visual identity for the Kovalenko Museum of Art
Kovalenko Museum of Art is one of the biggest and oldest museums in Krasnodar, Russia with an impressive collection of paintings (featuring Russian avant-garde art) and rich historical background. The Museum has recently shifted its focus of communication to the younger audience, which called for the new graphic identity.
The graphic system is built upon the set of location defining markers, each starting with the "K" letter: Krasnodar city, Krasnaya street (where the Museum is located), Kovalenko (the founder's name), and even nearby rivers Kuban and Karasun. Since it's an art museum we are talking about, the stylized "K" letter also frames the content and helps to vary the Museum's tone of voice depending on the focus of the particular communication: is it an event that comes first, or the Museum itself?
