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Museum & typeface

In search for the perfect match. Museum of Warsaw case study Anna Swiatlowska ATypI 2016 • Warsaw, Poland Academy of Fine Arts in Warsaw ASP

The subject of the presentation is the significant role of typography in meeting diverse requirements while creating the brand and effective visual communication for cultural institution, based on example of the new visual identity of the Museum of Warsaw –currently undergoing thorough renewal and change of image–. Finding a typeface that would meet the needs of the Museum of Warsaw was a huge challenge due to numerous factors, such as wide range of activities (exhibitions, scientific research, publishing, cultural animation, etc.), complex structure (6 branches, 10 locations), very wide audience (including foreigners) and a limited budget. The selected font families, Good and More, created by Warsaw-based type designer Łukasz Dziedzic, provide a wide typographic palette, which allows to create graphic communication of both classical and progressive nature. The presentation shows how the appropriate typography allows to find the point of convergence between different remittances, visual languages, fields and activities, and thereby to create a coherent, powerful visual identity and communication. The typeface becomes the common denominator of various messages. The new visual identity was implemented in 2014. In 2015 it was announced the winner in the prestigious contest Dobry Wzór (Good Design) organized by the Institute of Industrial Design.

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