The Museum of Occupations repositioned itself in 2018 from a memory institution focusing on the difficult past to a reflection centre looking ahead to the future. ‘Freedom’ was chosen as the central keyword of the new concept. We may think of freedom as something given but, in reality, our liberty as an independent country and nation is fragile. The mission of the Vabamu Museum of Occupations and Freedom is to help us remember and communicate this awareness. The leitmotif, a notched letter ‘V’, for the first letter of the word ‘freedom’ (vabadus) in Estonian, symbolises the fragility of freedom while also serving as a stylish link to the previous era of the Museum of Occupations. The double-exposure illustrations emphasise the importance of our shared memory.