Středočeské muzeum

The new visual identity for the Central Bohemian Museum in Roztoky u Prahy was created following a closed, single-round competition. The goal was to develop a long-term visual system to unify the complex museum site and help the institution communicate more clearly and openly with the public. It was not merely a rebranding, but a sophisticated tool respecting both the history of the location and the contemporary operations of a modern cultural institution.

The starting point was the architecture of the site and the historical context of Central Bohemia. A recurring motif is the circle—a shape present in cross vaults, arcades, and other architectural elements. From this emerges the main symbol of the logo: an equilateral cross inscribed in a circle, the so-called solar cross. This refers to the region's archaeological and cultural heritage as well as the cyclicity of time and the connection between different eras. At the same time, it evokes the waterwheel of the Brauner Mill, one of the buildings within the museum complex.

The logo utilizes the principle of pictographic script—the words "Středo" (Central) and "české" (Bohemian) are expressed through visual symbols. The wedge of the Czech flag represents the word "české," while the letter "M" serves as a clear designation for the museum. This solution follows the visual language of the Archevita exhibition and develops a play between image and text throughout the entire visual style.

The identity is built as a flexible system. It varies the circle motif and works with geometric compositions and details taken from the castle’s interiors (wallpapers, carvings, murals). The typography consists of the geometric typeface Gellix as the main logotype font and Helvetica Now as the secondary typeface for print materials, publications, and digital environments. The color palette was chosen to harmonize naturally with the visual style of Archevita.

The result is a timeless, easily recognizable, and highly applicable visual identity that allows the museum to communicate consistently over the long term across all media—from posters and merchandise to the website, social media, and the on-site navigation system.

Initiator/client:
Středočeské muzeum

Year:
2024–2026

Design:
Tomáš Brychta
Karla Gondeková

Webdesign: 
Alex Halchinskyi