Figueira, MariaRaposo, DanielBrandão, João2025-01-032024FIGUEIRA, M. ; RAPOSO, D. ; BRANDÃO, J. (2025) - Flexible visual identity systems in cultural institutions. In: BRANDÃO, D. ; MARTINS, N. ; DUARTE, E. (eds.) - Perspectives on design and digital communication V. Research, innovations and best practices. Springer, Cham. Vol. 50, n.º 1, p.169-185. DOI: https://doi.org/10.1007/978-3-031-76156-0_8978-3-031-76155-3http://hdl.handle.net/10400.11/9262This article aims to contribute to knowledge about the characteristics of a Visual Identity System, including a design exploratory study for the Museu Marítimo de Ílhavo, Portugal. The study focuses on Flexible Visual Identity Systems in the context of cultural organisations, particularly museums. The methodology includes non-interventionist components such as a literature review, a descriptive case study, direct observation, interviews, and active research through an exploratory case in a design project. The results contribute to knowledge about the seven components of a visual identity system, the essential characteristics of a Visual Identity System, namely flexibility and coherence, as well as the design process of a flexible visual identity system for cultural organizations.engFlexible visual identity systemsDynamic visual identityBrand markMuseu Marítimo de Ílhavobook part10.1007/978-3-031-76156-0_8