This weird museum’s clever branding perfectly sums up heartbreak

The branding for The Museum of Broken Relationships is just as intriguing as the museum itself.

A museum dedicated to broken relationships may not uncover many fond memories for you, but it will for Mexican design agency Savvy studio. Not because they enjoy breaking hearts (well, I assume not) but because their simple, clever and clean branding is a perfect match to an edgy, fascinating museum. I can already hear wedding bells.

The Zagreb-based Museum of Broken Relationships - which showcases personal items that tell a not-so-usual, less fuzzy story - now has a second home in Los Angeles (where else for a museum of lost love?), and Savvy Studio was tasked with rebranding the identity for a North American audience whilst retaining the emotional realness of the museum in Zagreb.

Savvy studio’s design is no knotted break-up or messy divorce, but a wonderfully understated broken circle that lends itself to the theme of the museum without overdramatising it. Simple, unobtrusive and a perfect summary of pretty much every broken relationship: where something we think should go forever (or for as long as we live, but it’s nice to pretend that’s the same thing), breaks.

“The logotype expresses simply and abstractly the feeling of being broken and out of place,” said Savvy studio on their Behance. “It’s the break of a cycle, of continuity and harmony. The printed material, together with its desaturated colored paper, photographs and typographic selection conveys a sense of nostalgia and intimacy that roils the viewer, making them feel intrusive by delving into other's personal lives.”

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And this branding is hardly broken off from the quality of Savvy studio’s past work, which consistently favours simplicity, elegance and style.

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Pictured are just a selection of the random items in the museum that, to us, just look like an old camera but, to them, mean much more. Thankfully for baffled museum-goers, each item is displayed with a note from its previous owner. 

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