TRANSFORMATION OF THE VISUAL IDENTITY OF THE DNIPRO ART MUSEUM: PRACTICES OF GRAPHIC DESIGN AND MUSEUM BRANDING

Abstract

This article explores the transformation of the visual identity of the Dnipro Art Museum within the context of contemporary practices in graphic design, branding, and museum identity. The relevance of the topic is determined by the necessity to update museum communication in the digital age, as well as by the growing importance of visual positioning for cultural institutions. The aim of the study is to analyze the redesign case of the Dnipro Art Museum’s identity as an example of adapting to modern visual standards and building a cohesive institutional image. The research employs an interdisciplinary approach combining historical-cultural, visual-semiotic, comparative, and content analysis, as well as formal-stylistic analysis of design solutions. The article analyzes global examples of museum identity renewal – the Museum of Modern Art (New York), Tate Britain (London), and the Rijksmuseum (Amsterdam) – along with Ukrainian cases such as the National Art Museum of Ukraine (Kyiv) and the Mystetskyi Arsenal National Art and Culture Museum Complex. These cases highlight current trends such as minimalism, adaptability, and digital integration. Special attention is given to the experience of the Dnipro Art Museum (Dnipro), which initiated the creation of a new logo in 2015 as a first step toward building a contemporary visual language for the institution. The study analyzes the identity development process, the collaboration between designers and the museum team, and the implementation of the promotional campaign “Engagement with the City” as an example of brand integration into urban space. The results demonstrate that even with limited resources, it is possible to develop an effective visual tool that not only enhances recognizability but also conveys the institution’s conceptual depth. However, the full implementation of the identity system requires further development in the form of a comprehensive branding strategy.