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.

Order a design...