Novi Dorćol

About project

Novi Dorćol is a luxury residential complex located in Belgrade’s Old Town, developed on a former industrial site with a strong historical character. The project reimagines this part of the city as a contemporary urban environment, combining modern architecture with preserved elements of Dorćol’s industrial heritage.

The task was to create a visual identity that reflects the dual nature of the location — its past as an industrial quarter and its new role as a refined residential destination. The identity needed to feel modern, confident, and timeless, while respecting the architectural context and historical layers of the site.

The visual concept draws inspiration from the structure and rhythm of industrial forms, translated into a clean and contemporary graphic language. A custom monogram, built from the initials N and D, serves as the core symbol of the identity. Reduced to simple geometric shapes, the monogram reflects clarity, structure, and balance.

The colour palette is based on a strong contrast between dark grey and gold tones, reinforcing a sense of sophistication and understated luxury. Applied consistently across branding, marketing materials, and digital platforms, the visual system supports the architectural vision and positions Novi Dorćol as a new, distinctive urban landmark.