Brand platform and identity of the “Vechernyaya Moskva” media holding
“Vechernyaya Moskva” is a publication with a century-long history. Today, having gone beyond the framework of a classic newspaper, it has grown into an entire system that unites several information channels of different formats. To create a unified VM image, the studio developed a brand platform and, based on it, designed a rich and balanced identity. The new style treats the rich past of “Vecherka” with respect, while endowing it with the traits of an advanced media outlet.
The brand platform formulates the essence of the brand, its philosophy, vision, and values. Together they present “Vechernyaya Moskva” as the main source of information about the capital.
Based on the brand platform, we created the logo and the entire identity of the media holding—strict and clear. As a result, the publication retains the affection of loyal readers and becomes attractive to a young audience.
Vecherka’s signature feature is its panels, by which the publication is recognized even faster than by the logo. The colored rectangle symbolizes any unit of content: a newspaper column, a video clip, a block on television, a post on social media. Such blocks are laid into a common content grid and become the main tools of the identity.
The abbreviation serves as a short version of the logo and finds its place in any limited space—used on its own or embedded in text.
The new identity is ready to work effectively every day for another century.
art director
designer
- Stepan Girich
