Identity of the “Youth Code”
“Youth Code” is a large-scale project of the Federal Agency for Youth Affairs. For six months, designers, entrepreneurs, marketers and creatives came up with visual and semantic elements that would clearly and convincingly say: Russia has the coolest youth. The participants proposed design solutions that reflect the spirit of the generation while preserving history, presenting life values in a new way and helping with self-expression.
Ten teams took part in the competition, each developed its own version of the visual code of the zoomer generation. Based on the voting results, two concepts won.
At the final stage, a unified symbol was created in the studio together with the winners, and the semantic foundation of the project was formulated, as well as a set of graphics and rules for the use of the “Youth Code” was prepared.
Horse on Fire
The horse is a metaphor for the path and rapid movement. Young people are also always on the move: from one time to another, from the old world to the new. The horse personifies determination and an unbridled passion for change. The symbol changes its appearance depending on the topic of the project and the specific situation.
The Horse on Fire changes according to themes and situations. Its changeability reflects the diversity of youth, revealing at times the identity of individual groups, at other times personal feelings and meanings.
The simplest self-expression tool is language. Any text set in the proprietary typeface turns into a strong and vivid statement. For the “Youth Code”, the studio designed a graphic typeface in which the energy and openness of the generation are combined with Russian typographic traditions of different eras.
Native palette
The color palette includes both deep and light colors for various visual experiments. The shades refer to the things Russians are proud of: the largest taiga, the deepest lake and, of course, the most beautiful nature.
The selected textures and materials also reflect the richness of the country. Posters, souvenirs and merch turn into special symbols and attributes.
The “inner flame” of the new generation bursts out of all graphic elements. The fiery mane is a symbol of endless charge, determination and rhythm. The flaming “Youth Code” works on the principle of a construction set: all elements freely expand and combine, resulting in a creative tool for all occasions.
- From the “Horse” side
designers
- Alexandra Pavlova
- Elizaveta Krasilnikova
- Alexandra Zyryanova
- Alisa Avtushko
- Victoria Korovkina
- Ksenia Maikyfer
- Anastasia Goryunova
strategists
- Fedor Kuznetsov
- Marcel Ibragimov
- From the “Impulse” side
designers
- Ksenia Martyаnova
- Ksenia Kuzminykh
- Olga Bayanova
- Ekaterina Simernya
strategist
- Diana Muradasilova
- Art. Lebedev Studio expresses its gratitude to Ksenia Martyаnova and Fedor Kuznetsov for their active participation and engagement in the project
