Arsenal, a vibrant cultural center nestled in the Nizhny Novgorod Kremlin, seamlessly merges classical and contemporary art within the renovated walls of a historic weapons warehouse. Despite its unique position, the center’s corporate identity has struggled to keep pace with its dynamic offerings. Historically, Arsenal has promoted specific exhibitions but lacked a cohesive brand identity, resulting in a skewed audience demographic favoring the older generation. This rebranding initiative aims to rejuvenate Arsenal’s image, attract a younger audience, and inject fresh energy into its brand.

The rebranding of Arsenal was driven by the need to modernize its visual identity. The goal was to develop a brand that reflects the cultural center’s dual commitment to preserving historical significance while embracing contemporary art. This transformation seeks to position Arsenal as the cornerstone of cultural life in Nizhny Novgorod, appealing to a broader and younger audience.

Central to the new brand identity is the inspiration drawn from Arsenal’s architectural features, particularly its iconic brick arches and walls. To celebrate this heritage, a unique font was created, inspired by the texture and imagery of bricks. This font forms the foundation of the new visual identity, symbolizing the building blocks of the cultural layers within the city.

The identity is further enhanced by the use of two fonts, mirroring the center’s blend of classical and modern art exhibitions. This typographic approach not only highlights the diversity of Arsenal’s offerings but also creates a cohesive visual narrative that resonates with visitors from all walks of life.

The metaphor guiding Arsenal’s rebranding is the concept of the cultural layer. In this metaphor, Arsenal stands as the main brick of the city’s cultural fabric. This concept is visually represented through the new identity, which intertwines historical elements with modern aesthetics, creating a seamless blend that appeals to a wide demographic.