Strukture, Varazdin City Museum
A competition submission for the Varazdin City Museum. One institution, several departments, and the problem of giving each its own voice without fracturing the whole.
- Client
- Gradski muzej Varazdin
- Sector
- Public institution, museum
- Year
- 2025
- Engagement
- Open competition submission
- Delivered
- Institutional identity conceptDepartment sub-marksColour and typography systemStationery and applications
The problem
The Varazdin City Museum runs multiple departments across several sites. An institution like this has a structural identity problem rather than a decorative one. Each department has to be recognisable on its own, while the museum still has to read as one thing.
Most institutional identities solve this by making the departments interchangeable. It is tidy, and it is forgettable.
The proposal
Strukture takes its name from the idea underneath it. The mark is an abstraction of structure, drawn as organic forms that read as plan views, root systems or connections depending on how long you look. Terracotta and ochre instead of the blues and greys public institutions reach for by default.
Each department receives its own mark, built from the same construction logic and given its own colour. The family is legible at a glance without a single element being repeated mechanically.
What this is
A competition submission, not commissioned work. It is here because it shows how we handle a system with many parts, and because the constraints of a public institution in Croatia sit a long way from a container company in Monterrey.
Both problems are the same underneath. Decide what the thing is, then let the form follow.
Submitted to open competition. Included here as an example of system design across a multi-department institution.
Have a problem like this one?
We take on a few projects a year. If something here looks like the thing you are stuck on, tell us about it and you will get a real reply from the person who would do the work.