The Sharaf Rashidov House Museum in Jizzakh is a memorial site that tells the story of the life, ideas and achievements of one of Uzbekistan’s most significant statesmen and writers of the second half of the 20th century. The museum was meant to stand as a tribute to his legacy and a link between history and the present.

Our team was asked to create a visual identity for the museum that would convey Sharaf Rashidov’s stature, his contribution as a reformer to the country’s development, and his connection to the culture and traditions of Uzbekistan.

Like Sharaf Rashidov himself, the identity of the museum bearing his name had to show an innovative approach, something associated with the writer’s own work. At the same time, it needed to reference his writing. So we decided the identity should be concise and carry a metaphorical idea.

This is how a diagonal line rising upward became the center of the identity. It reflects the progress, movement and development associated with Sharaf Rashidov’s reforms. The line is a metaphor for his path from ordinary worker to one of the most prominent figures in the country.

The visual identity covered the full set of elements, from the logo to the design concept for brand applications. We needed a flexible system that could scale and adapt easily to different applications without becoming overloaded. That is why the final identity has just 3 elements.

The diagonal line. It symbolizes the drive for progress and reform for which Sharaf Rashidov became known. This element recurs in the logo and graphics, as well as in the brand icons and the layout of the typography.

Typeface and logo. We designed the custom typeface used across all applications ourselves. Inspired by mid-20th-century book design, it gives the identity a retro touch and ties it to Sharaf Rashidov’s era. The logo is built on the brand typeface and fits neatly into the historical context while staying modern and concise.

Color palette. The main color is green, reflecting Sharaf Rashidov’s personality and his commitment to development. Paired with neutral tones, it creates visual harmony.

The identity runs through every part of the museum: signage, wayfinding, exhibition graphics, print and souvenirs. Together they create a unified visual space that tells Sharaf Rashidov’s story and inspires pride in his achievements. With a well-considered visual concept, the museum has become a destination as well as a memorial, helping visitors understand Sharaf Rashidov’s significance and his contribution to Uzbekistan’s development.