The Identity of Research. Museum of Soviet Arcade Machines

The Museum of Soviet Arcade Machines is a space that combines history, culture, and entertainment. Its unique feature is the opportunity not only to observe but also to interact with historical exhibits. The museum also does lectures, temporary exhibitions, and produces merchandise, with plans for expansion ranging from overseas tours to a new branch.

Our task was to update the visual system, making it easy to work with and relevant to the museum's current scale. The style had to work both digitally and offline, and most importantly, reflect the character of the museum: engineering-oriented, enthusiastic, and encouraging curiosity. The basis for the identity was the positioning formed on the basis of interviews with the team, research of reviews, and analysis of museum archetypes. We presented the museum as a monument to engineering ingenuity. It is not just a place where exhibits are stored, but a space that explains in an exciting way how everything works.

This idea formed the basis of the visual language. The identity became a composite device, like the slot machine itself. Each layout is assembled from several layers: typography, silicone dies, photographs of slot machines, or illustrations of their details. The complexity can be varied — from pure typography to complex, rich compositions. The Formular grotesque font from Brownfox studio combines functionality with a pleasant touch of engineering aesthetics. The printed shades in the palette create associations with materials.

The identity is also easily transferred to physical space and merchandise. Slits in booklets, stickers inspired by machine parts, and multi-layered navigation—all these elements reinforce the concept of “looking inside.”

The result is an identity that speaks not of nostalgia, but of curiosity and a desire to understand how the world works. It is a style that invites you to take apart, understand, and reassemble.