It all started with Herman singing badly in The Queen of Spades opera and the art director resorting to thinking about work just to bear it. That’s when he had an insight about letter Я in the shape of an arrow. But the true understanding that the choice was indeed right came later, when he learned about Medvezhy Ugol (Bear Corner, a village near which Yaroslavl was founded) and the trident, which was on the Rurikovich family emblem as well as on an early Yaroslavl coat of arms.
Cultivating the idea.
Demonstrating to the client. The client passionately approves and endorses the logo.
Preparing the files.