Connecting the dots to unify 13 museum locations under one dynamic brand that elevates local heritage from scenery, to scene.

The city of Bruges has long been known as a World Heritage Site. Every year, some eight million tourists from all over the world visit the idyllic city. But Bruges is so much more than its belfry, bridges and romantic streets with rustic cobblestones. The city is home to 13 unique museums, each one of them worth visiting. Before today, these museums got too absorbed in the scenery.

To unify Musea Brugge’s 13 locations with the ambition to become a strong and progressive brand, Mutant developed ‘Connecting The Dots’. The urge for connections translates in a contemporary ‘one brand’ philosophy, where different aspects of the identity play a connecting role in dynamic visual communication.

The ‘M’ of Musea Brugge consists of thirteen dots, with each one symbolizing one of the museums or sites connected by Musea Brugge. Anchored by a firmly set ‘B’ for Bruges, the dynamic monogram adapts to its environment, representing each visitor’s possible personal itinerary.