The making of the Zaryadye park corporate identity

OverviewProcess I• Process II

First, we start with two types of corporate patterns: a solid and a ribbon one.

The patterns are drawn in two color schemes from the start, cold and warm.

zaryadye process2 1

Art director: The ribbon should be more broken, not as straight and more varied.

zaryadye process2 2

Art director: This is better, but you need to add second-level details by adding 2–3 undertones to some of the facets.

zaryadye process2 3


zaryadye process2 4

Simultaneously working on the solid pattern.

zaryadye process2 5

Art director: The internal small folds often look too thick and rough.

And in the large pattern the stems are often too straight with no bends.

Taking time to choose the best shape of the elements.

zaryadye process2 6

Finally settling on one design, but spending lots of time to finalize it.

zaryadye process2 7

A linear pattern emerges as a supplementary one which later finds use in souvenir products.

zaryadye process2 8

Client: Why is the primary color scheme yellow and orange? We think green shades would work better for Zaryadye.

Explaining that due to the abundance of green colors in the park the primary colors have to be bright as they provide a much-needed accent. Besides, there isn’t that much sun in Moscow, some warmth is always welcome.

As we work on the media, we distinguish color schemes by functions: the primary one is still the warm and sunny orange and yellow. The blue and navy scheme is used for special events and holidays while the less conspicuous green colors is used for the park’s internal needs (branded transport, uniforms and employee passes).

zaryadye process2 9

Client: The uniforms are too loud, they resemble suits of bank workers or shopping center employees. We want something more restrained yet trendy and unique.

Not a problem. Keeping in line with the primary color scheme we come up with a combination of terracotta and cold gray as well as styles for each uniform type.

zaryadye process2 10

Moving on. Suggesting to use colored paper in corporate documentation.

zaryadye process2 11

The client asks to go with a more traditional variant. Building mock-ups based on the relationship between the vast wide space and bright accents.

zaryadye process2 12

Creating a letter of commendation, a letter of appreciation and a diploma.

zaryadye process2 13

Designing the corporate presentation.

zaryadye process2 14

The client asks to come up with a character with a pronounced Russian flair. We get the idea to use the leaf as the traditional Russian kokoshnik. Making the first sketches.

zaryadye process2 15

Art director: The idea is OK. Just draw it without the black outline and make the clothes look more like a Russian dress.

zaryadye process2 16

Art director: Number 2 is OK.

Artistic director: OK.

Client: OK!

The girl evolves together with the logo.

zaryadye process2 17

After choosing the concept, sending the girl to the illustrator for final drawing. The character acquires a faceted style similar to that of the birds and the insects.

zaryadye process2 18

Starting to work on posters and schedules.

zaryadye process2 19

Art director: Right now all are a bit raw in their layout. Number 6 lacks a dominant spot (maybe, use a large shape filled with the pattern, insert a circle with bleed) and I don’t understand the principle of placing the small columns. In number 3 the decoration is more active than the text.

zaryadye process2 20

Chief typesetter: The calendar grid is uninformative. Instead of showing how many days have no events, let’s show those that have something going on.

Making the layout more dense, adding color variations of the pattern for various seasons.

zaryadye process2 21

Starting to work on advertising media.

zaryadye process2 22

Art director: We need a version with a photo.

zaryadye process2 23

Creating billboards based on the approved style.

zaryadye process2 24

Preparing flyers.

zaryadye process2 25

Starting to work on the client and souvenir blocks. Deciding to use the mascots to the maximum but coming across a problem with the background. First, using white according to the standard.

zaryadye process2 26

Something doesn’t look right. Taking pastel versions of the corporate colors.

zaryadye process2 27

Even further from what we need: too gentle and blurry. Choosing powerful contrasting color combinations.

zaryadye process2 28

That’s more like it. Also defining primary colors for souvenirs.

zaryadye process2 29

Applying the system to all objects.

Faceted patterns beg to be made volumetric. Testing the possible dynamics using the example of the medal.

zaryadye process2 30

Art director: I suggest to make the medal round but faceted.

Designer: Right now the facets are too chaotic and haphazard. We need to find a more harmonious solution.

Trying to do so.

zaryadye process2 31
zaryadye process2 32

The left one looks like a soccer ball. The stretched facets definitely look better.

Art director: My suggestion was to make the silhouette faceted, not the relief. You can put the leaf in the center but the logo needs to be below it at the bottom.

zaryadye process2 33

Art director: OK.

Happily rendering final versions of all media.

Simultaneously assembling all media and rules for their use in a style guide.

zaryadye process2 34