ZOLOTOgroup has created the new visual identity for the Russian National Museum of Music. We regarded this project as our contribution to the popularization of Russian music in Russia and beyond its borders.
RNMM is the largest musical cultural institution and unites six different museums, including the Prokofiev Museum, The Chaliapin Memorial Estates, the Tchaikovsky House-Museum and others. The aim of newly renovated museum was to expand the audience by attracting both professional musician and music lovers and create a new innovative space to bring different audiences together. The new recognisable identity of museum had to play the leading role in this process.
We initially rejected the obscure and awkward abbreviation of museum (RNMM, which stands for Russian National Museum of Music) and focused on the unofficial short name «museum of music». The playful structure of new logo allows to read the name in both horizontal and diagonal directions. This wordplay is perceived in Russian as well as in English.
The essential principle in redesigning visual identity was the transition of musical language into graphics. In our way to synthesis of visual and acoustic elements we appealed to the prominent artworks, such as color music of Alexander Skryabin or synthetic play Yellow Sound by Vasily Kandinsky. We created a special program that generates a unique pattern based on fundamental musical parameters (time and pitch). Any composition – Beethoven’s piano sonata or Messiaen’s vocalise – thus can be transformed into graphic form.
This unique pattern is translated to posters and souvenir items. The main aesthetic principle for the layout lies in a strictly defined interaction of forms and counter-forms, sound and pause.
Considering the large network of museum branches, we underlined the unique image of each and designed the colour coding, which is also implies the contrast and dialogue of gradations.
- Creative Directors Andrey Trukhan
- Art Directors Andrey Trukhan
- Designers Andrey Trukhan, Anna-Maria Kandales-Vorobeva
- Illustrators –
- Photographers –
- Editors Polina Dorozhkova
- Copywriters Polina Dorozhkova
- Visualization Oleg Mushta
- Motion design Anna-Maria Kandales-Vorobeva
- Website developer Anton Bodryashkin
- Application for generative graphics Alexander Katin