Modular identity concept proposal for a cultural organization

Client/Role

Freelance Brand Designer

Services

Brand Strategy
Brand Identity
Art Direction

Deliverables

✽ Dynamic Logo

Year

2022

This organization is on a mission to preserve the Hungarian cultural and ethnic heritage native to and present in Ukraine's Zakarpattia region.

They coordinate multiple properties such as museums, galleries, parks, and buildings of historic and cultural significance and wanted to unify these initiatives under the same visual identity.

The name of the project Magyar Ház (EN: Hungarian House) indicates a tie to both architecture and Hungarian culture.

Target audience

Although the project's scope and reach is encompassing the general population and demographic of the region, its primary audience is local intelligentsia. This part of the community influences regional culture and plays an active role in its development. Hungarian House – is a place of belonging, a platform for development, and a way to spend leisure time together with like-minded people.

People enjoying an art exhibit at one of the organization-owned galleries

The process

The project motto is: leading people to discover treasures of the Hungarian cultural heritage of the region

Research & concept anchor

Zakarpattya was under Austro-Hungarian reign from 1910-1933 (though Hungarian tribes were native to that area centuries prior to that). The influence of that era is engrained in the architecture, culture and language of the region until this day.

In the research and ideation stage of the project I found that the arch is a common element in the Austro-Hungarian architecture and chose it as a basis for this concept exploration.

I was able to spend some time in Budapest, Hungary exploring the beautiful architecture of its Golden Era. There I was inspired to work with the arch concept

The arch concept opened up the space for multiple meaningful parallels founded in the Brand’s Strategy.

Preserving the culture and architecture of the region, building bridges between different communities and cultures, creating ways for people discover these treasures of their ethnic heritage – are some of the key aspects of the brand philosophy.

Arch symbolism & brand strategy

The identity

Derived from the arch, the two letters "M" from the Hungarian and Ukrainian names signify the relationship between the two major cultures, languages, ethnic & historic identities that closely coexist together in this particular region of the country.