Unveiling the Magic: Museum of Illusions

Dragan Vejnovic's Award-Winning Visual Identity for the Museum of Illusions

The Museum of Illusions, with its unique visual identity, has become a leading attraction worldwide since its inception in Zagreb, Croatia in 2015. The museum's visual language creates a stark contrast between reality and illusion, providing an identity deeply rooted in the world of illusions. This contrast allows visitors to appreciate the world around them through various exhibits, highlighting the ever-evolving concept of reality versus illusion.

Visitors to the Museum of Illusions are offered an interactive, immersive, and fun experience. The museum's exhibits, filled with amusing and awe-inspiring tricks, educate visitors about vision, perception, the human brain, and science. This approach helps visitors understand why their eyes perceive things that their brains cannot comprehend.

The visual identity of the Museum of Illusions was carefully crafted to avoid a playful and childish tone. Research conducted by a think-tank of marketing experts, museum founders, and graphic designers concluded that the museum should primarily focus on its educational character. This led to the creation of a serious logo with a simple illusion at its core, appealing to a broad audience, not just children. This approach has helped the Museum of Illusions become the most visited museum in Croatia.

The main challenge in designing the visual identity for the Museum of Illusions was creating a contrast between reality and illusion. The logo was designed to display the letters M and I in 3D space without specifying exact boundaries, creating an illusion where each individual perceives their own boundaries between the beginning and end of the letters M and I.

The Museum of Illusions' visual identity has branded 15 museums across three continents since its inception in Croatia. The distinctive design of deceptive cubes and the magic of illusions captured in the visual identity continue to enchant visitors, reinforcing the inspiring message that sometimes, all it takes is a look at an illusion to feel the magic around you.

Dragan Vejnovic's design for the Museum of Illusions was awarded the Silver A' Graphics, Illustration and Visual Communication Design Award in 2019. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. The Museum of Illusions' visual identity, admired for its strong technical characteristics and splendid artistic skill, showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.