Forman brandname, logo and corporate identity

Overview   Process  

Problem: Make a new product stand out in the market.

Samara plaster manufacturing plant, a part of the Versivo business association, launches a new brand of dry mixtures. We created the brandname and logo, developed package design, drafted advertising materials, designed corporate gifts and provided sales outlet decorating ideas.

The brand has a face of Apollo wearing a hard hat

The light and shade version of the logo, if necessary, can be replaced with its monochrome version.

The beauty of Apollo’s face yet more astonishing in black and white

Release date: October 10 2008


artistic director
Artemy Lebedev
art director
Ludwig Bistronovsky
Aleksandr Malinovsky
Aleksandr Smetanka
Vladimir Shipilov
Anton Shnayder
Andrey Zubrilov
technical designers
Artur Reymer
Aleksey Seleznev
type designer
Elena Novoselova
Egor Zhgun
Yana Moskalyuk
Artem Shitov
Valery Sibikovsky
Ignat Shametko
editor & copywriter
Tatyana Devaeva
Anastasia Mescheryakova
Masha Zayakina
Aleksey Luri

Forman has a real head that, unlike other animal-like or abstract characters so often seen in logo construction, is intellectual enough and can always put forward a worthwhile suggestion.

“Um... I really should do something about the walls...”
“You can create smooth wall textures using our mixtures.”

In the Forman catalog you can find floor leveling compounds and plaster mixtures for wall and ceiling works of all kinds. Product package design theme is an edge pattern of white plastering on an unfinished surface.

Standard paper bags marked with different colors and large numbers are easy to find on store shelves

Corporate print materials and advertisements use fun slogans about heads and building works.

Advertising pillars saying “A head start on home improvement” and “Well ahead of the rest”

Forman’s print ads can feature plastering patterns or museum-style elements.

Just plaster and “My wall is all white” versions of mag ad

Corporate stuff designed as part of the identity package well serves any presentation purposes.

Paper bags

Sandglass with dry plaster mixture

White Rubik’s cube


Hard hat with a laurel wreath, workwear and a souvenir trowel for cake

Pillar-like lighter and head-shaped eraser

Corporate design guidelines make up a brandbook.

Brandbook flyleaf

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