The Visual Identity
of the Museum of Photography
The Museum of Photography in Krakow, formerly the Museum of the History of Photography, is the only museum in Poland devoted to photography. The Museum introduced a new vision and a wide-range offer. This dynamic development initiated a change in both communication and the visual identification of the institution.
The key change is a new name of the Museum – MuFo – made up of the first letters of the words Museum and Photography in polish. It is a simple name, easy to pronounce and remember, even for foreigners. In the future MuFo will become the main name for this institution.
The museum, above all is a place for visitors. We wanted the whole identification to be extremely friendly, inviting, readable and strong. That’s why we focused on simple associations like lens, vision, voyeuring, observation and shutter. An eye is what all these terms have in common and it has become the symbol of the Museum.
Visual identity is not just a logo or nice graphic motifs. It expresses the nature of the institution. It’s message and form are meant to stand out. And that’s what MuFo is.
With a strong sign and variables layouts and form of the message it’s a dynamic project that gives multiple in-use options. A powerful sign is complemented by colors - the museum communicates in a very diverse urban landscape and in an extremely overloaded digital world. A wide range of vivid colors will empower the museums communication and will make it clear and recognizable.
What is MuFo?
It’s a one of a kind and open urban institution. Cultural center and a place for exchange of ideas. MuFo is a rich collection — photographs, works of art, stimulating eyes and minds worth going to Krakow. MuFo is a place unique in Poland and important on the cultural map of Europe. MuFo is a cultural institution for the 21st century. One can see that
at first glance.