The Concept: Layers
In accord with the castle’s restoration procedure creating a completely new and unprecedented image of the castle with simultaneously identifiable variety of historical and artistic layers, the visual identity of the castle reinterprets the substance found in the castle, generating the original visual contents.
The Planar Layers
The forms of the medallions on the Miljana Castle façade become recognisable geometric motives, content holders and frames with their own optics, fragmenting the scenes and motives in a prism-like fashion.
The Spatial Layers
The semi-transparent planes with identity visuals in the surroundings of the castle spruce up the landscape and become its recognisable parts.
The Miljana Castle continues to take part in life, and its space is filled up with the visions of the future much more than with the ghosts from the past. The artistic approach to the visual identity accentuates the heritage and narrates of the abundance of styles, whereas the contemporary approach to the formation of visuals, despite making use of the artistic substance from the previous epochs, results with modern graphics and illustrations.
Bearing in mind that the real opulence of the Miljana Castle is not tangible, the concept of visual communication invites you in and conveys the promise of a remarkable experience.
The new typography “Bara” by Nikola Đurek, a globally renowned Croatian typographer from nearby Zabok, represents a modern reinterpretation of the script from the 16th century. The serif Bara typeface relates to the very historical period from which the Miljana Castle originates and seems to be a perfect choice for its identity typeface.
The simplicity of the content titles exchange facilitates a long-term development of the amenities and activities within the visual identity of the Miljana Castle. At the same time, the basic identity is a simple and unobtrusive signifier of the castle. In the printed materials and visual communication, the logotype remains dignified, discrete and informative.
Bruketa&Žinić&Grey / Davor Bruketa (Creative Director), Mirna Ptiček (Art Director), Maša Ivanov (Client Service Director)
Brandoctor / Željka Zrnić (Brand Consultant), Jelena Mezga (Brand Implementer)