MMADI is the Moscow Museum of Archeology and Ancient Art. This is the first potential archaeological museum in Russia with a modern approach to the museum exhibition, aimed at engaging a young audience. Now the study of ancient times is becoming more accessible, the ancient world can be studied with the help of video art, digital installations and performances.

The basis of the identity is amber. Amber is a symbol of the preservation of the past: plants, insects, fish and other elements of the natural world have been frozen in this stone for centuries. In addition, with the help of amber, many studies were carried out, which led to the study of various ancient species. A drop of hardened resin contributed to the preservation of the most important information about the past. In the same way, artifact.

Amber, as the main graphic image, controls the gaze of users: sometimes it points to photographs of artifacts, sometimes to important textual information.

Also, an important graphic element of the style are transparent yellow inserts: it can be a transparent yellow sheet in the catalog, a yellow glass wall or a navigation plate.

The museum has branded souvenirs: tote bags, T-shirts, catalogs, and even key chains with the very artifacts frozen in amber.

The font of the identity indicates the main feature of the museum – the digitalization of part of the exposition and a modern approach. Thus, the default font is an ordinary grotesque, but in the logo it is deformed, resembling pixels. This technique is used throughout the museum identity.

The museum also has a website where users can learn more about the museum, buy tickets and explore ongoing exhibitions. Scrolling site users will also accompany the amber and focus on important information, making the user experience enjoyable and memorable.

The past does not go away, it freezes in MMADI.