This identity system for the Museum of Brutalism embodies the architectural movement’s raw, honest aesthetic while maintaining a sophisticated and accessible feel. A unique typeface and adaptive graphic system reflects the core tenets of Brutalism: raw materiality, geometric precision, and powerful simplicity.

The custom typeface, MOLOTOK, is a geometric font inspired by the stark lines and monolithic forms characteristic of Brutalist architecture. Its robust weight and slightly imperfect letterforms evoke the texture and materiality of concrete, while maintaining excellent legibility across various applications.

The graphic system builds upon a modular system, mirroring the structured and often repetitive elements found in Brutalist buildings. This system allows for consistent application across all platforms, from print collateral to digital signage, maintaining visual cohesion while offering flexibility for diverse content. A limited color palette, reinforces the sense of restrained sophistication and highlights key information.

Photography plays a crucial role in communicating the museum’s essence. High-contrast, architectural photography showcasing the textural richness and imposing scale of Brutalist structures forms the foundation of the visual language. These images are carefully composed to emphasize the strength and beauty of the architectural forms, while avoiding overly romanticized or sentimental interpretations.

The overall effect is a design system that is both modern and respectful of the architectural style it represents. It’s a system that is bold and impactful, yet refined and legible, mirroring the contradictory nature of Brutalism itself: a movement both powerful and precise, imposing and inviting.