AZ Museum visual identity
Druk and Akzidenz-Grotesk are paired for the identity of AZ Museum. The private museum, based in Moscow, was founded by art collector and philantropist Natalia Opaleva and art curator Polina Lobachevskaya, and it is named after Anatoly Zverev.
From our interview with Sergey Lavrinenko, creative director and art director at ONY Agency:
Working on the style, we looked at the successful visual results that the museum had already achieved — for example, in the book by Igor Gurovich, — and tried to translate those into digital, preserving the scent and the flavour of the so-called second wave of Russian avant-garde.
Typographically, we were looking for something dense, with a Soviet vibe, yet convenient and contemporary. There are not many such fonts, especially narrow ones. We had already seen Druk in lots of projects by this point, but it seems to have revealed itself in a new way here. So, we have created a certain revival of Soviet informal art.
We decided to pair it with Akzidenz Grotesk — the most eclectic typeface, particularly when it comes to Cyrillic. The branchy forms in К, a slightly antique И
Read the entire article on the type.today website.
