• Graphic design
  • 2014   2015  

    The making of the visual identity for New Year celebrations in Moscow 2015

    Overview   Process  

    Starting to draw sketches.

    moscow ny 2015 process 01

    The first pictograms.

    moscow ny 2015 process 02

    Sending to the art director, he has to pick five.

    Designer: The beads can be put straight on the curls.

    moscow ny 2015 process 03

    Art director: The squirrel, the sweet, the bell (with the tongue?), the house. And let’s draw the star as a silhouette (it can have normal edges, maybe a bit thicker overall). I like the beads as well, but that’s something we can leave for the next time.

    Drawing the pictograms.

    moscow ny 2015 process 04

    Meanwhile the calligrapher creates the vignettes.

    Putting them next to the ones from the last year to make sure the style is matching.

    moscow ny 2015 process 05

    Working on each one in detail.

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    Showing the drafts to the client.

    moscow ny 2015 process 14

    Client: Can you make the animals more plump and cartoon-like?

    Drawing with a pencil.

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    Art director: I like it all, the only thing I want to change is to make the external edge of the snowflake more pointy.

    Drawing in Illustrator.

    Simultaneously working on the color.

    We need to find an alternative background color to compliment the original black one. Also, the client asks to make “The Best Winter City” text more noticeable on lighter backgrounds.

    The designer chooses a light-blue color.

    moscow ny 2015 process 19

    Designer: I suggest we work on the brightness of additional colors to make the white text more readable. Or use a pastel background with a dark-colored text.

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    Art director: I like it all. But to make the final selection, I would like to have another option for backgrounds. Not as traditional as blue, but more like purple-violet. Maybe it can be not a single color, but two or three (purple and light-green) for use on different media.

    The new options.

    moscow ny 2015 process 22

    Client: The green is a summer color, the purple we don’t like. Let’s go with the blue. Also, can you color the text and the ornament?

    Art director: We can try to use a gradient.

    moscow ny 2015 process 23

    Client: The background is too dark again.

    Reverting to the previously chosen light blue.

    moscow ny 2015 process 24

    And suggesting to use white as well.

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    Voilà!



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