Client
Senamiesčio Meno Mokykla
PROJECT INFORMATION
Location
Kaunas, Lithuania
Role
Visual Identity & Web Designer
Scope
Brand Identity
Logo Design
Visual System
Art Direction
Web Design
UI/UX
Year
2026
Overview
Senamiesčio Meno Mokykla needed a visual identity that could reflect both its location in the historic centre of Kaunas and its contemporary approach to art education.
The aim was to create a brand that felt established and credible without becoming overly formal — a visual language that could speak to students, parents and the wider cultural community while remaining closely connected to the character of the Old Town.
The project developed from a single identity concept into a complete visual system and digital experience, covering the logo, typography, colour, communication principles and the school’s website.
Finding the balance between institution and creativity
An art school needs to communicate several qualities at once.
It has to feel credible enough for parents and students to trust it as an educational institution, while still expressing experimentation, creativity and openness.
At the same time, the school’s location in Kaunas Old Town offered an important part of its identity. The challenge was to reference that architectural context without creating a nostalgic or overly historic visual language.
THE CHALLENGE
THE CONCEPT
The school as a place you enter
The symbol is built around a simplified facade and a large central arch is a recurring element of historic architecture and a natural reference to the environment surrounding the school.
The arch can also be understood as a threshold: an entrance into the school, but more broadly an entrance into learning, observation and creative practice.
Two smaller openings above the arch give the symbol the character of a building rather than a purely abstract geometric mark, making the identity feel closely connected to place.
The result sits somewhere between an architectural facade, an institutional emblem and a contemporary graphic symbol.
THE SYMBOL
Architecture reduced to its essential form
Rather than illustrating a specific building, the architecture was reduced into a compact and recognisable silhouette.
A large central arch creates the strongest visual gesture, while two smaller openings establish the impression of a facade and give the symbol its distinctive rhythm.
The wider base gives the mark stability and an institutional presence, while the rounded architectural openings soften the overall form and keep it approachable.
This balance was important for a school whose audience ranges from children and young people to parents and the wider cultural community.
Positive
Negative
LOGO DEVELOPMENT
Finding the right level of simplicity
The development process explored different interpretations of the arch, from softer and more decorative forms to more geometric and institutional directions.
The final solution moved towards a stronger architectural silhouette.
Reducing unnecessary details gave the mark more confidence and allowed the central arch to become the defining element of the identity.
The result is intentionally simple enough to function across signage and digital interfaces while retaining enough character to remain recognisable on its own.
LOGO SYSTEM
One symbol, multiple scales
The visual identity was designed as a flexible system rather than a single locked composition.
The architectural symbol can function independently in spaces where the brand is already established, while the complete wordmark provides clarity in formal and informational contexts.
Different configurations allow the identity to adapt across signage, print, social media and the website without losing recognition.
Primary Logo
Symbol & Senamiesčio Meno Mokykla
Secondary configuration
Horizontal arrangement
Symbol
TYPOGRAPHY
Classical character, contemporary clarity
Typography plays an important role in balancing the historical character of the school with its contemporary approach to art education.
Two contrasting typefaces were selected to create a flexible hierarchy: Garamond Premier Pro brings an editorial, artistic and cultural character, while Neue Haas Grotesk provides clarity, neutrality and functionality.
Together, they allow the identity to move naturally between expressive communication and practical information.
Neue Haas Grotesk provides a contemporary counterpoint to the more expressive serif.
Its neutral forms, clarity and strong legibility make it suitable for body text, navigation, practical information and digital interfaces.
By keeping functional communication visually restrained, the typeface allows artwork, photography and Garamond Premier Pro to remain the more expressive elements of the system.
Garamond Premier Pro was chosen for its classical proportions, humanist character and strong connection to publishing, art and cultural institutions.
Its expressive serif forms complement the architectural character of the logo while adding warmth and sophistication to the identity.
The typeface is primarily used for headlines, key statements and more expressive communication, giving the school a distinctive editorial voice.
COLOR SYSTEM
#F7F4EF
R:247 G:244 B:239
C:0 M:1 Y:3 K:3
Pantone:Warm Gray 1 C
RAL: 9010
#C25A39
R:194 G:90 B:57
C:0 M:54 Y:71 K:24
Pantone: 7597 C
RAL: 2012
#93918D
R:147 G:145 B:141
C:0 M:1 Y:4 K:42
Pantone: Warm Gray 7 C
RAL: 7030
#2F2D2A
R:47 G:45 B:42
C:0 M:4 Y:11 K:82
Pantone: Black 7 C
RAL: 7021
Old Town Terracotta
Gallery White
Stone Grey
Ink Black
Warm, tactile and rooted in material
The primary terracotta tone gives the identity warmth and a subtle connection to architecture, ceramics and natural materials.
Instead of relying on bright primary colours often associated with children’s education, the palette uses more mature, tactile tones that allow the school to communicate both creatively and institutionally.
Neutral backgrounds keep the system calm and provide space for student artwork and photography, while the accent colours can be used selectively across communication.
Studio Blue
#91B7BC
R:145 G:183 B:188
C:23 M:3 Y:0 K:26
Pantone: 5503 C
RAL: 6034
VISUAL PRINCIPLE
The arch becomes more than a logo
The architectural form extends beyond the symbol and becomes part of the wider visual language.
The arch can be used as a frame for photography, a compositional device, a crop or an oversized graphic element.
This allows the identity to remain recognisable even when the complete logo is not present.
The system therefore relies on a small number of repeated principles — architecture, proportion, typography and colour — rather than a large collection of decorative graphics.
ART DIRECTION
Letting art remain at the centre
The identity was designed for a school whose communication constantly changes through student work, exhibitions, workshops and courses.
For that reason, the visual system avoids competing with the artwork itself.
Photography and student work can remain expressive and diverse, while the typography, colour palette and architectural framing system provide enough consistency to make every piece of communication recognisable as part of the same institution.
IDENTITY IN USE
A flexible system across different contexts
The visual identity was designed to work beyond the logo itself — across printed communication, social media, signage and the physical environment of the school.
A consistent combination of typography, colour and the architectural symbol creates recognition, while the system remains flexible enough to accommodate different types of content, from course information and exhibitions to student work and everyday communication.
Rather than repeating the same composition, the identity adapts to each context while maintaining a clear and recognisable visual character.
WEBSITE DESIGN
Editorial character, functional structure
The website carries the same contrast found throughout the identity.
Large serif typography gives key pages an editorial and cultural character, while the secondary interface typography keeps practical information clear and easy to scan.
The colour palette is used selectively, giving the site identity without overwhelming the artwork and photography.
Generous spacing and a restrained grid allow individual projects, courses and images to become the focus.
You can explore the live website to see how the identity, typography, colour and layout work together in a real digital environment.