• Graphic design
  • The making of Kulikovo Polye logo and visual identity

    Overview   Process  

    First attempt. Exploring the subject, looking for the main idea, producing first drafts.

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    Trying other ideas.

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    Not a bad combination: letter K+flag+a warrior’s helmet.

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    Adding an arrowhead (spear), developing the idea.

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    Drawing a sketch while thinking about the olden days, arrows, buried in the ground for centuries, the shield, folk heroes, etched markings, pointer signs, the historical site, archaeological excavations, and, of course—Russia.

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    Suddenly, another idea is born: the stone as a pointer sign, etched writing, a warning sign. The logo remains recognizable when placed on various shapes.

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    The Kulikovo field is covered with stipa (spear grass). Building on this idea by adding an arrow which also becomes a blade of grass.

    The client doesn’t like it; the arrow can’t bend like grass.

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    Deciding to go back to the etched shield idea. Stylizing the inscription in stone, so that it brings about a third meaning. The client likes it, but he wants something more classic—a rider with a spear.

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    The search continues, without losing the focus on the spear.

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    Trying different things with a spear. The client approves this, especially the sky above the field.

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    During the process we come up with the helmet symbol, which carries a meaningful message.

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    Working on the presentation.

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    The client does not want to accept it, citing close proximity to a neighboring helmet-shaped museum. We like our idea, so we try to encourage the client to get rid of the hesitation.

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    Focusing on the lettering.

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    Working on the details.

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    Despite our efforts, the client requests to go back to the horse, to remain consistent with the old sign.

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    And off we go...

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    To avoid similarities with the logo of “Vernost Kachestvu” chocolate brand, trying to find fundamentally different image of the rider.

    Putting together the logo with stones.

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    The symbol illustrates the unification of principalities into the single nation of Russia.

    A legend comes to mind, which says that each prince brought with him a stone from his principality (the source is not known).

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    Working on the details.

    The client is wondering.


    Lubok perhaps?

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    Nuh-uh.


    After a long period of hesitation, the client asks for an arrow. Just an arrow.

    Going right back to where we started.

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    Selecting the typeface.

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    Order a design...