Visual identity for Moscow cultural centers

Overview   Process  

Task: to develop a visual identity for Moscow cultural centers.

The Moscow Department of Culture decided to upgrade the old-fashioned Moscow “houses of culture” and turn them into contemporary cultural centers where public lectures, concerts, theater productions and workshops for children and adults will be held. A visual identity and templates for various information materials were designed at the studio.

Logos for a cultural center and the association of Moscow cultural centers

Horizontal version of the logo

The expressive sign is supported by a simple modular grid which serves as a layout for all types of information materials. Each club fills the spaces with blocks of relevant information, with the grid being the unifying element. Recommendations for the design of posters, signs, information boards and navigation elements, as well as guidelines for using the logo, corporate colors and fonts are laid out in a small guidebook.

Release date: September 30 2014


art director
Еrken Kagarov
Vladimir Pavlenko
Sergey Steblina
Iskander Mukhamadeev
Yaroslav Bondarenko
Katerina Andreeva
project manager
Olga Kallaur
Art. Lebedev Studio would like to thank Elena Zelentsova, Elena Melvil, Dinara Aksyanova and Liana Kovaleva from the Moscow Department of Culture and Maria Privalova, Dmitry Neyaglov and Illarion Gordon from Moscow Institute for Social and Cultural Programs for comprehensive assistance with the project
Two-page spread about the grid

The identity is easy to apply and looks good on elaborate posters as well as simple flyers.

Fun and entertainment

Up-to-date information

The grid visually connects different objects: signs, information boards, brochures, merchandise, etc.

Cultural diversity

Material culture

Life and culture

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