Bilingual visual identity for TaM. Digital and analogue applications are based on a solid typographic baseline grid, enabling striking contrasts and layouts. The logo, which can be read in both Cyrillic and Latin, is a playful element in itself and varies in appearance depending on the format and motion design.

TaM is a cultural and social hub in the rather conservative surroundings of Veliko Tarnovo in northern Bulgaria. Since its launch in 2012, the space has evolved into a popular venue for contemporary art and culture, attracting local, emerging, and established artists from all over the world. The program centers on activities that promote participation in urban social processes.

This new design, established in 2021, aimed to give it an institutional touch while still keeping the playful energy that sits at the core of TaM’s identity, reflecting the rich programs and various age groups involved in the space. The new visual identity included logo design, a new website, business stationery, banners, and a communication concept for both digital and analogue media.

Alongside the clear typographical concept using a singular font and font color choice, the meaning behind the name also plays a leading role in the overall layout of the website and poster design. In Bulgarian, the word ‘Tam’ means ‘there’. This term can be interpreted freely and poetically, but it primarily makes reference to the rich international program. Alongside the layout of text and images, the viewer will find an interactive fine black line leading them from the venue itself to the artist's point of origin.

Over the years, a diverse collection of posters and event graphics has been created, which, despite their variations, retain a clear brand recognition that has become synonymous with the space - even beyond the city borders.

Every year, there are regular collaborations with local artist Miroslav Zhivkov to design media for the annual birthday party. The aim of this collaboration is to push the boundaries of print applications and combine the graphic design with new techniques.

Identity, Website, Poster, Stationery, Logo
Client: TaM
Web development: Lana Wahlström
Website: www.tamvt.com
Year: 2021