• Graphic design
  • The making of the visual identity for Moscow cultural centers

    Overview   Process  

    Starting to work on the logo. First round.

    cc logo process 01

    Choosing this one:

    cc logo process 02

    Preparing a presentation.

    cc logo process 03

    The client likes the direction. Working on colors.

    cc logo process 04

    Looking for a shape.

    cc logo process 05

    Showing the designs to the client.

    Client: I like the direction, but it doesn’t connect with the overall concept of Moscow cultural centers development. They are supposed to be contemporary, not folk art centers.

    Second round.

    cc logo process 06

    Keeping the old direction and working on a couple of new ones.

    cc logo process 07
    cc logo process 08

    Showing them to the client.

    Choosing two concepts.

    cc logo process 09

    Developing the second one.

    Putting together a presentation. The client asks to make the design as simple as possible, both in form and function. In other words, we need to develop an identity without identity—it should emerge naturally when following a set of simple rules.

    cc logo process 12

    That’s it. The grid will be the main design element and will help each center express its individuality. Working on the logo.

    cc logo process 11
    cc logo process 13

    Making a presentation to illustrate the concept.

    cc logo process 14

    Working out the concept in detail.

    The client approves the logo and identity. We need to further develop the identity and come up with the rules for its use. First we typeset informational materials of different formats and put them on sample information boards. For simple self-made advertisements we suggest using colored paper.

    cc logo process 15

    The client asks to abandon the colored paper and simplify the posters’ layout so that any amateur designer could repeat it.

    Putting together a brandbook with simple rules for poster design—how to typeset, where to put the logo, what type and point size to use. At the same time, adjusting the grid.

    cc logo process 16
    cc logo process 17 01

    To test whether the identity is usable filling the grid with real-life ugly advertisements.

    cc logo process 17 02

    Ok, it works just fine.

    At the same time, setting out rules for the signs placed on facades of cultural centers’ buildings.

    cc logo process 18

    The art director suggests printing all texts in capital letters to make them look more natural in boxes.

    cc logo process 19

    Then information boards should have the same headers.

    cc logo process 20

    Meanwhile, the designers have developed a system of navigation elements for cultural centers: arrows, frames, colored and black boxes, materials, production and placement methods. For future use, we have also incorporated signs in English for foreign visitors.

    cc logo process 21

    Almost everything is ready. Deciding on the thickness of lines in grids, corporate colors, width of margins and mesh size for grids in all formats, from A6 to A0, and typesetting rules for posters. And, finally, the typesetter puts all the rules together in a 104-page brandbook.

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