Tretyakov Gallery
Tretyakov Gallery hosts the most cherished and the most celebrated collection of artworks in Russia. It covers almost a millennium of Russian art and history. The gallery today is evolving: the change is meant to bring it closer to the public. It moves from the traditional format of classical art-museum to the the new modern space that is filled all kinds of activities. The new image of the gallery, that would span over museum’s venues programs and activities, required the new universal sign. It could not be entirely novel, yet it had to bear the modern spirit and be comprehensible not only to Russian public, but also internationally.
The typographic style of the gallery rests upon two carefully selected typefaces that exist in true harmony. The traditionalistic character of the Tretyakov Gallery at Lavrushinsky Lane is mirrored by the academic William, the typeface that feels as though it was intended to tell about the wisdom and depth of Russian art. The new and progressive spirit of Tretyakovka is expressed by the Gerbera typeface.
