branding / VISUAL
Branding
of the Presidential Programme for Public Space Development in the Republic of Tatarstan

In partnership with Republic of Tatarstan
Urban Development Institute Foundation
We have developed a striking visual identity based on archaic ornamental structures and atomic design principles. A main logo is substituted by the general structural principle allowing to create an infinite multiplicity of pictograms of one recognizable style.
About the Programme
Presidential Programme for Public Space Development in the Republic of Tatarstan was launched in 2015. It focuses on development of comfortable and modern urban environment in every municipality of the Republic while covering a large variety of urban sites from city parks and rivers banks to streets and squares.

257 pubic spaces were redeveloped by the end of 2017.

60 more spaces are scheduled for redevelopment in 2018.
New urban environment is the result of joint work between citizens, businesses, professional communities, local and federal government.
Said regional initiative turned out to be so effective that similar programmes are
being launched all across the country since 2017 as a part of Federal Project for the Development of Urban Spaces.
Goals and objectives
1
Unification
Visual identity should be applicable
to the vast multiplicity of different
public spaces without making them all look exactly the same.
2
Boundlessness
Since the Programme is constantly
expanding, the identity should be able to expand as well.
3
Variability
As the Programme focuses on a variety of spaces like parks, streets and city squares, the identity should be able to adapt to any kind of environment.
Research
We have discovered a fitting visual solution in folk art with its tendency towards ornamental and rhythmic visuality that enables the artist to produce infinite textures and patterns. Apart from decorative purposes traditional patterns were also able to convey a specific meaning and describe the reality in symbolic terms.

In modern times traditional ornament has lost its symbolic function and serves as an add-on to commercial merchandise and services associated with anything rural or folkish.
Solution
We have decided to create a visual identity based on the old idea of an ornament as a semiotic system.

Our base pattern is consciously designed to be dissimilar to the traditional Tatar ornaments. We see the folk aspect of the visual identity primarily as a reference to the idea of a communal public space, and not as something ethnic or provincial.

Main message of the visual identity is the same focus on common social good
that matches the purpose of the Programme for Public Space Development.

The foundation of the visual identity is a flexible dynamic pattern.
If one looks at the pattern for a sufficient amount of time, there is a certain kaleidoscopic effect with the structure disintegrating and getting back together.

The whole pattern consists of simple geometric blocks that one can combine together to create anything from complex textures to simple pictograms. Texures can also vary and be either purely chaotic and piecemeal or strict and linear.

Simple building blocks define other visual principles of the identity: grids, proportions, margins and rules for creating complex structures.
The central element of the identity is the general structural principle allowing to create an infinite multiplicity of pictograms of one recognizable style. Any physical site covered by the Programme can be identified by the pictogram specific to its function and properties.

Our solution accurately reflects the nature of the Programme – variability and boundlessness.
The visual identity can be employed for multiple environments in various ways: directional signage, street furniture, ads, merchandise, printed matter, digital etc.

A detailed style manual (160 pages).
In an ongoing partnership with Republic of Tatarstan Urban Development Institute Foundation we are providing quality control of the project implementation.

Client
Republic of Tatarstan Government
Year
2018
Services
Branding
Identity
Graphic Design
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