What is so difficult and unique about this case? Actually, there are several things. First, unfortunately, the museum does not have much funding. That's why all marketing materials are created by employees who are not designers. Secondly, the museum's collection is united by a broad theme - decorative art. This means that there are embroideries, faience, decorative painting, artistic processing of glass, leather, horn, metal, and much, much more. Design should work with all of these areas and not dazzle art objects.

So I had to create a design that was easy to use, very adaptable, and at the same time characteristic and recognizable.

Did I succeed? Let's check it out together

After long and sometimes boring reflections and research on the function of decorative art in our lives, I came to the following point. Consciously or not, design impacts each of us. All generations of people have faced their problems and crises, and art has helped them find solutions to these problems. 

Art gives a direction for growth. Art seems to put things in order in our heads. Art directs thoughts - that's how the basic idea of identity sounds.

The National Museum of Ukrainian Folk Decorative Art... ugh, that was long. This is the official, and let's be honest, a bit boring, name. I'd like the identity to be more friendly to a wide audience. So I created a new, shortened naming - the Museum of Decorative Art (Музей декоративного мистецтва). It fully conveys the desired essence of the museum, and also has a convenient abbreviation for communication - МДМ.

The abbreviation becomes a new symbol of the museum, and that's why I made a wordmark logo. The Zvin Serif typeface by Ukrainian type designer Ivan Tsanko helped me with this. Zvin combines the past with the present, and its decorative shapes fit into the character of the identity

I used Work Sans by the same author as an additional text typeface.

Do you remember that the design should be used by museum staff who are not graphic designers by profession? So, I created a simple formula for creating layouts based on a modular grid.

All you need to do is take the grid, place the elements according to the hierarchy, place circles in the corners of the objects, and connect them with lines. Done, you're good!