The Kovalenko Museum is the only art museum in Krasnodar, famous for its rich collection of Russian Avanе-garde. The oldest one in the North Caucasus, the Museum was opened in 1904. Recently opened the second building made the management to rethink the Museum image and concept, that would strengthen the loyalty of existing visitors and attract new ones.
In order to examine the current perception of The Kovalenko Museum image primary and secondary research were conducted.
Brand legend
More than 100 years of history
The founder of the museum: Fedor Kovalenko is a man who "made himself". Despite the fact, that Fedor didn’t have any professional art education and had a lack of financial opportunities, he managed to gather a unique collection of art in the late XIX century. Through his diligence and sincere passion, his dream had turned into reality, he had founded an art gallery, which he subsequently donated to the city. The Museum today strives to understand the needs of the new time in order to continue fulfilling its social mission, initiated by Fedor Kovalenko.
Context
In the age of the information society and globalisation, where borders are blurring, there is a growing need in a holistic vision of the world. Acceleration of technological processes is increasingly replacing jobs. In the labor market, there is a growing demand for employees with creative thinking to solve non-standard problems in a rapidly changing and unstable environment. The Museum creates a real competitive advantage from humanitarian knowledge. Kovalenko Museum educates a complex person who understands the modern world, to become in demand in it.
Brand essence
The Museum together with its visitors suggests rethinking the experience of previous eras, thereby understanding the cause-effect relationships that led to the culture of today. Also, remembering the history of art and its purpose The Kovalenko Museum encourage to understand where society is moving on. This is a path writ large, where a community of people is created within a proactive artistic environment and discussion space.
The Kovalenko Museum is an opportunity to rethink the past, to orient in the present and to be creatively realised in the future.
Brand visual identification
Naming
The name "The Kovalenko Museum" makes a direct reference to the founder Fedor Akimovich and reduces the distance between the “museum-temple” and its visitors, building open and trusting relationships.
Logo
The logo combines elements of classic fonts and geometric grotesques. Ligatures are made in a stereotyped way, which avoids monolithicity, but, on the contrary, emphasizes the character of the brand, in which there is modernity, dynamism, creativity and energy.
Brand colors
In order to emphasize the cosyness and refinement of the interiors of the museum, a warm color scheme and noble colors were chosen.
Brand pattern
Using the characteristic figures - the numbers of the buildings on Krasnaya street 13 and 15 simultaneously solves the task of making the audience aware that the museum owns two buildings, and also forms a brand pattern from markers 13 and 15.
Font family
For basic communication it is recommended to use Gerbera font family.
Brand architecture
The building on Krasnaya street, 13 is proposed to become a "point of entry" into art, exhibiting works until the XX century. The building on the Krasnaya 15 is a logical continuation and demonstrates the art of the XX - XXI centuries. The educational program is transformed into the format of a laboratory "The Kovalenko Laboratory." It will provide training and creation of social and cultural projects involving the visitors themselves and representatives of creative professions. Moreover, in order to solve one of the main problems associated with low attendance in the summer season, it is proposed to create a sub brand "Art-station", a summer site of the Museum, whose projects and activities are primarily aimed at attracting a new audience.
Souvenirs design and production
A few lines of unique souvenir products were developed corresponding to the main collections of the Kovalenko Museum - Russian avant-garde, Japanese Ukiyo-e, Western art and Russian art of the XVIII-XIX century. Each series consists of a notebook, a magnet and a pocket calendar. In addition, the general collection of souvenirs includes a tote bag with brand pattern with 13 and 15, a pencil and pins. Total 18 subjects are already on sale at the Museum gift shop!
