The Lace Museum in Vologda, a city renowned for its centuries-old lace-making tradition, has undergone a bold visual transformation. The new visual identity aims to recontextualize lace — not as a fragile artifact of the past, but as a living, cultural symbol relevant to contemporary visual discourse.

At the core of the concept lies experimental typography. Using the Cyrillic word “КРУЖЕВО” (lace) as both content and form, the letters are arranged into intricate typographic patterns that mimic the structure of lacework. This design language avoids literal references, instead offering a graphic interpretation of lace through rhythm, repetition, and modular composition.

The identity is built on a strict monochrome palette, allowing form and space to take precedence. This minimalism reflects both the precision of lace-making and the clarity of modern design, resulting in a system that is both elegant and scalable. The typographic patterns adapt seamlessly across formats — from posters and exhibition materials to environmental graphics and merchandise.

One of the key objectives was to extend the museum’s presence into the urban context. The identity system is designed not only for internal use but also for external communication, making lace visually present on the streets of Vologda. Posters, storefronts, and public installations integrate the design into the city’s fabric, bridging heritage with contemporary aesthetics.

This project reframes the museum’s role — from a static archive to a dynamic cultural institution. The visual identity tells a story of transformation: traditional craft meets modern expression. The result is a sophisticated, type-led system that respects the past while speaking fluently to today’s design-conscious audience.