1. One brand—the identity should clearly communicate 12 branches as part of one brand.
2. Diversity—the identity must showcase the museum's wide range of collections: art from antiquity to contemporary times, crafts, objects, etc.
3. Timelessness—the language should be neutral and timeless and not overshadow the main heroes: the artworks.
4. The MNK abbreviation—recognizable and commonly used by audiences, should be a basis for a distinctive brand symbol.