The Pushkin Museum opened to the public in 1912. Then it was called the Museum of Fine Arts named after Emperor Alexander III at the Imperial Moscow University. As the years passed, the names and managers changed, and the fund was replenished. The main concept of the museum — to show people the history of art development — remained unchanged. It was she who formed the basis for the formation of the collection, which today includes about 700,000 original works from different eras: from Ancient Egypt and ancient Greece to the present day.
Despite his worldwide recognition, Pushkin needed to develop a brand platform and visual style. There were several reasons for this: in its more than 100-year history, it grew from a single building into a whole complex with a network of branches, its positioning was never clearly formulated, and the corporate identity was outdated and had long since failed to match the museum’s scale.
According to the results of research with museum staff and industry experts, it became clear that Pushkin is unique in his ability to see what now seems incomprehensible, can explain it and show the relationship. This feature manifested itself throughout his life: in the concept of the university museum and the idea of forming a foundation — to show people the history of art development. In the collections of Shchukin and Morozov, who saw in the works of Matisse and Picasso a new beauty that their contemporaries had not noticed. In the activities of the museum’s iconic director, Irina Antonova, who brought works of Western art inaccessible to Soviet people to the USSR.
In-depth interviews with the audience showed that people visit the museum for different purposes: to see beauty, to learn new things, to understand how our ancestors lived, to experience a special sensory experience or to find support. But everyone has one thing in common — the desire to be human through going beyond the boundaries. These facts and consumer insights led to the creation of brand positioning.

Pushkin’s mission is to show and tell about the interrelationship of history, culture, and ideas in the language of art. This is the main purpose of the museum. A museum that allows you to look beyond the horizon.

The new logo is a monogram of the capital letters of the name. In it, the vertical lines symbolize the columns of the museum’s entrance group, and the diagonal lines create a linear perspective, forming an air space inside the sign. The logo uses a confident, weighty font that emphasizes the monumentality of the building. In the overall composition, the sign is balanced by a new-style antique with triangular serifs and a closed neo-grotesque.

The corporate identity works on an elegant layout, when the symbol is freely placed on the layout. But it retains the main rule: the sign is always located under the font, repeating the architectural composition of the entrance group of the museum, where its full name is located above the columns.








The outlines of the columns in the form of colored cubes can be traced on banners, business cards, notebooks and other information materials. This idea is developed by the horizontal slider on the website. There, the free space between the images of the exhibits resembles white columns and, when scrolling, creates the feeling of walking through the halls of the museum.


Space becomes the main motive of all visual communication. Different images are intricately intertwined in the logo and on the layouts, some of them come to the foreground, some remain in the background. It symbolizes the connection of times and the continuity of development in art.







The museum is changing: it is becoming more modern, clearer and more interesting. It’s changing for the better for visitors, and it’s not just changing externally.






