Art director Stas Zhitsky discusses the number of meanings in a logo using griffins, antelopes, and heraldry as examples.

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Designer, artist, and art director with many years of experience. I am also a copywriter and columnist, as well as a teacher at the HSE School of Design. My professional career has been marked by more than 30 design awards, including the prestigious Good Design and Red Dot awards. I am a jury member at international festivals such as Cannes Lions, Eurobest, and AD Stars, confirming my authority in the industry. My experience and achievements allow me to make a significant contribution to the development of design and creative projects.

I am the author of the book "Parable Therapy, or the Book of Meanings about Marketing," co-authored with Sergei Kuzhavsky. He is a regular contributor to Snob magazine and has published in the graphic design magazine [kAk], as well as in the publications Creative Director and Vedomosti. His works cover marketing, graphic design, and contemporary business trends, making him an expert in his field.

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The Marquise de Baral was the eldest fairy, possessing high status and significant social standing. Her coat of arms was a combined symbol, depicting a quiver of arrows and a Tatar whip crossed on one side, and a spit on the other. The first half of the coat of arms indicated the service rendered by the Marquise's ancestor, the Kazan Tatar Maimulov, to the father of Ivan IV. The second half symbolized the feat of the Marquise's husband's ancestor, who fed King Louis the Saint, who had lost his way. This coat of arms represented not only historical ties but also important events associated with the Marquise's genealogy.

In his work "Nowhere to Go," N. S. Leskov touches on important social and philosophical themes. This is a story about a person's deep inner conflict, their search for meaning and place in life. The protagonist faces a difficult reality, where he feels a lack of path and direction. Leskov masterfully describes his character's mental anguish, allowing the reader to more deeply understand his state.

The work is filled with symbolism and metaphors that reveal the multifaceted nature of human nature. Leskov shows how social conditions influence the individual, shaping their values ​​and choices. "Nowhere to Go" is more than just a story of despair; it is a call to reflection on human relationships, moral dilemmas, and the search for one's place in the world.

This work remains relevant, encouraging the reader to reflect on their own life paths and choices. Leskov raises eternal questions that concern people at all times, which makes "Nowhere to Go" a significant work in Russian literature.

Both characters are representatives of the new departmental-courier aristocracy. One character's coat of arms depicts a hand holding a silver urn with the inscription: "Don't spill!" on a red background. The other character's coat of arms depicts a hand holding a golden urn with the inscription: "Keep it tidy!" on a silver background. From this we can conclude that both characters have no direct relation to the Rurikovichs.

In his work "Abroad," M. E. Saltykov-Shchedrin raises important social and cultural themes, reflecting on the peculiarities of life and everyday life in foreign countries. The author skillfully combines satire and realism to show the contrast between Russian reality and foreign traditions. This work offers a profound analysis, allowing the reader to reflect on the social and political aspects of life, as well as the influence of foreign experience on Russian culture. Saltykov-Shchedrin uses vivid imagery and metaphors, which makes his text not only informative but also captivating. The work remains relevant today, as it touches on eternal questions of identity, tradition, and social change. "Abroad" is not just a journey to other countries, but a profound study of human nature and its aspirations.

As a child, I was fascinated by studying the coats of arms of nobles and cities. The more curls and complex elements, the more they attracted my attention. I studied with interest the images of dragons, basilisks, harpies, unicorns, as well as various elements such as banners, swords, crowns, and robes. Each coat of arms contained numerous details, each one seeking to tell a unique story or highlight the positive qualities of its noble family or hometown. These coats of arms were not just symbols, but entire worlds filled with history and culture that continued to fascinate me and inspire further exploration.

Family coats of arms have always been distinguished by a wealth of symbolism, which sometimes requires in-depth study. For example, the basilisk is considered a symbol of power, but the griffin and lion are no less significant. However, the differences in the degree of power between these symbols are not always obvious and often remain beyond explanation. Colors, crosses, and the divisions of the shield into fields also possess profound meaning, and each of these elements can tell its own unique story. As a result, the study of coats of arms opens up opportunities to create or reconstruct fascinating stories based on the meaning of their symbols and attributes.

While searching for curly references, I remembered the coats of arms of the USSR, revolutionary in a historical and design context, and a set of coats of arms of the union republics. These symbols not only reflect the unique identity of each republic but also embody the shared values ​​and ideals that were relevant at the time. The coats of arms of the USSR and its union republics became an important part of visual culture, demonstrating the diversity and unity of peoples. The aesthetics of these coats of arms continue to inspire modern designers and researchers, emphasizing their historical significance.

The coats of arms of the nobility were no less verbose, but they were created according to an innovative principle. A group of authors, the composition of which is still controversial, developed a unique identity, including a wreath of ears of grain, fruits, and plants. The star and the hammer and sickle became mandatory elements of this new design. Thus, despite the change in content, the number of meanings contained in the coat of arms remained the same. This concept demonstrates how to preserve the multi-layered nature of symbolism while adapting it to new conditions and ideas.

The coat of arms of nobles always included a mandatory slogan that reflected their status and ideals. It was usually written in Latin, emphasizing cultural traditions. During the Soviet period, the phrase "Workers of the world, unite!" became a symbol of workers' unity. Imperial coats of arms also included mottos in Russian and in the languages ​​of the peoples that made up the empire. It's important to note that the slogans on coats of arms served not only a decorative function but also conveyed important ideological and cultural messages.

I continued to research modern state coats of arms and was struck by what I saw. With flags, the situation has become more or less stable: countries have chosen different colors for the stripes, some have chosen a vertical arrangement, some diagonal, and some have combined elements. As a result, the flags look simple and clear. However, with coats of arms, the situation remains confusing. It seems that states have come to an agreement not to change the outdated design rules left over from the 19th century. The result is a chaotic graphic design, with each country attempting to convey its own historical narratives through complex elements. This leads to confusion and makes it difficult to understand their identities. An effective coat of arms design should be simple and informative, capturing the essence of the country and its history in a clear and accessible manner.

Australia has one of the most unusual coats of arms in the world. The coat of arms depicts bushes with many berries, the number of which is difficult to count. The country's main symbols are the ostrich and kangaroo, which embody Australia's unique nature and fauna. However, it should be noted that the kangaroo, although considered a national symbol, sometimes causes problems, becoming a real scourge for local residents. Modern and laconic coats of arms stand out from the crowd, including those of Albania, Germany, Iran, Slovakia, Ukraine, and, of course, Switzerland. Switzerland is known not only for its contribution to graphic design but also as the birthplace of the legendary Helvetica font, which has become a symbol of clarity and simplicity. This design of the coats of arms demonstrates clarity and a modern approach to the visual identity of countries.

Many countries are replete with symbols that include antelopes, Kalashnikov assault rifles, Half-naked people, palm trees, and wreaths of exotic plants. A particularly prominent element is the depiction of an eagle, which, for some unknown reason, has become a favorite of many countries.

The composition may not always be distressing, as its elements form a kind of centrally oriented image. However, with rare exceptions, the meaning of such compositions often turns out to be difficult to understand.

It can be assumed that initially in the tradition of creating coats of arms there was a certain logic: a person examines a complex design for a long time and ultimately forms it in his imagination An image that allows him to imagine how people live in a distant land. Coats of arms served not only as symbols but also as windows into foreign cultures, allowing viewers to gain insight into the lives and traditions of those depicted on them.

Why should someone do this? Perhaps they're just lazy. However, it's worth considering how this task can be beneficial. Overcoming laziness can open up new opportunities for personal growth and goal achievement. It's important to find motivation and realize that the effort invested in a task can lead to significant results and an improved quality of life.

I'd like to share an important idea with you, dear reader. This idea applies not only to coats of arms but also to logos, and most importantly, to the thought behind them. Logos are more than just symbols; they are a visual expression of the concepts and values ​​a brand wants to convey to its audience. Every detail of a logo, from shape to color, carries certain ideas and associations that can significantly influence brand perception. It's important to understand that behind every logo lies a deep thought and strategy aimed at creating a unique image.

A logo should convey only one clear idea. Having two ideas can confuse the viewer, and three or more is excessive and distracts from the main message. A simple and concise logo helps focus consumer attention and improves brand perception. One clear signal in the design creates a memorable image and promotes effective engagement with the audience.

A logo should not reveal the personal life of its owner, including information about their education, family status, or changes in corporate values. Instead, it should clearly and concisely represent the brand, its mission, and values. An effective logo serves as a visual identifier for the company and should be simple, memorable, and relevant to the target audience. It should not distract from the essence of the business and does not need excessive information about the owner. It is important that the logo contributes to the company's image and its position in the market, and not become a subject of discussion of the owner's personal preferences or hobbies.

We are not interested in guessing elements in the logo and do not plan to do so.

Tell us about your good mood or that you are doing wonderful things. Simply expressing your positive attitude will help us understand your energy. We, not being too curious, would be grateful for any sign of attention.

Read in our previous issues.

• Scare the nymph: how the psychology of color works and whether it works at all
• Should I saw Shura: how much a logo can cost and why you shouldn't disclose its price
• Borrowed Stanislav, or a Case from Practice: why you shouldn't blindly trust someone else's portfolio
• The right to green grass: is it necessary to register a brand color and what makes a logo truly noticeable
• Meatballs escape over the fence: how acceptable is hooliganism in branding
• Manipulate carefully: logos whose simplicity saves lives