• Graphic design
  • Gorky Central Park
  • Visual Identity   Outdoor Advertisement   Wayfinding  

    Gorky Park visual identity

    Overview   Process  

    Task: to produce a logo and visual identity.

    Established in 1928, today Gorky Central Park of Culture and Recreation spreads over 250 acres and is Moscow’s major park. It was one of the city’s first parks to reinvent itself from the inside out. In summer 2011, Gorky Park initiated a total restructure of its premises and complete renovation inspired by the world’s best examples. The newly emerged park needed a fresh logo and modern identity which we were commissioned to deliver.

    gorky park logo
    The main logo with a peekaboo bird

    Release date: October 15 2012


    artistic director
    art director & designer
    type designer
    project managers
    Art. Lebedev Studio wants to thank Mikhail Gannushkin, Daria Beglovaya, and Olga Zakharova for collaboration on this project.

    After all the updates, the Gorky Park re-entered the stage as a megapolis’s top destination which draws thousands of visitors on a daily basis. Now, there’re designated areas for recreation, work and outdoor play, sports, yoga, and dancing. New cafés and an organized events program are in place as well. The wide assortment of park activities required a universal yet not “corporate-style” visual identity to tie it all together.

    gorky park logo variations
    Russian and English logos and a map pin. The park owns a set of ten logo versions for every occasion

    The first impression renders the new style as reserved, thanks to the beautiful and solemn typography at its core. But all the fun is still there: it might take a double look, however, to discover little surprises tucked within text and reinforcing its meaning on a new level. There’s an eye-teasing word play created for each single word or phrase the park currently utilizes.

    gorky park winter
    gorky park spring
    gorky park summer
    gorky park autumn
    The text is appealing to read and to have a closer look at

    The manual covers the complete use of the visual identity.

    gorky park identity colors
    Manual pages on corporate colors by season

    Direct was selected as the Gorky’s signature typeface, so the existing nine styles of the family acquired another sibling which contains all characters with hidden symbols.

    gorky park identity type
    Manual pages on the corporate typeface

    Total of 173 special characters—including letters, numbers, and ligatures—were designed.

    gorky park alphabet
    Every symbol on the poster has a bonus meaning
    gorky park like

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