The making of the Vse Sam vending kiosks logo and corporate identity

The client, who at one point installed the first instant coffee vending machine in Moscow, now decided to introduce fully automated vending kiosks all around the city. Before coming to the studio, the client has already carefully studied European, American and Chinese experience in the area and had a prototype device ready.

Before starting to work, we go out to have a look at the prototype. We pay careful attention to the control panel, the operation of mechanisms and what text size is legible through the glass.

Inventing new names for the robot-kiosk and trying them on the roof using the pictures we took.

The client picks one of the alternatives, but still has his doubts.

Thinking about a more laconic version. A person walks home from work and remembers to buy bread. O!

Or even like this.

Trying it on the kiosk (it will light up during the night).

Speech bubbles or direct speech?

The client takes time to consider and chooses the name Vse Sam (All by Myself).

What will the kiosk look like? What materials will be used in its design? How the lighting will be organized? Where will the sign be located? Coming up with several options.

The architect works on roof structure.

Simultaneously working on the logo. Robot hands start to appear together with eyes, a cheerful cart and pixel typefaces.

Showing two concepts to the client: robot hands and pixel pictograms.

Deciding to color the kiosks black. Checking out how a kiosk will be integrated with a public transport stop.

Pixels win over hands.

Thinking further about the character and proportions of the logo. Looking at the existing pixel typefaces.

Using them to draw letters with required proportions. The letter Ё suggests an interesting solution.

The first approach to pictograms for the guide and the kiosk’s roof.

The art director asks to simplify the icons and make them more homogeneous.

The ass-pear, bra-glasses and the looser star get a makeover.

Working hard.

And finalizing.

Public transportation icons.

Instruction pictograms and frames for the animation on the kiosk’s screen.

Assembling it all together.

Designer: How about we add a cat to the side door?

Considering the design of the control panel. Do we need to color code the elements? No, it looks too confusing.

Calming down and simplifying.

Looking at a standalone kiosk and a one integrated with a bus stop.

Starting to work on price tags.

A price tag must display a price, a product code and a QR code which will be read by the robot. The tags will be of different length but cannot be shorter than 4,5 cm (1,8″). Height of the price tag holder: 22 mm (0,85″), minimum QR code size: 20 mm (0,78″). Using the number sign to differentiate the product number and choosing a pixel typeface to go with it.

Selecting the best composition.

Realizing that we need better legible pixel digits for the product code. The designer draws the digits and it all fits together nicely.

The kiosk has a large display that will show information on how to use the kiosk as well as video ads. In between an animation will be played, but what should it be?

Designer: It has to be something simple, large-scale and clear, without excessive details and noise that nobody will be able to see from a distance.

Since we have a live robot-kiosk, we decide that the screen will show its eyes.

The art director and the client approve. Sending the sketches to the interface developers.

Assembling the presentation for the city administration which the client then uses to acquire the permission to install the kiosks in Moscow. Hurray, the approval is granted.

Designer supervision.