Visual Identity Outdoor Advertisement Wayfinding
Gorky Park visual identity manual (in Russian) (PDF, 842 KB)
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.
The main logo with a peekaboo bird
Release date: October 15 2012
art director & designer
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.
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.
The manual covers the complete use of the visual identity.
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.
Total of 173 special characters—including letters, numbers, and ligatures—were designed.