ESH Gruppa created an identity for the architectural firm FORM

Contents:

• Philip Tretyakov

The Moscow architectural bureau FORM specializes in the design of unique public and private facilities. To improve the bureau's image, ESH Gruppa studio developed a new logo and created a modern website reflecting the company's concept and style.

Philip Tretyakov

An art director is a key figure in the creative industries, responsible for the visual design of projects and the coordination of a team of designers and artists. They develop concepts and ideas that shape the overall aesthetic direction of a brand or product. Art directors must possess a high level of artistic taste, creativity, and teamwork skills. Their task is to create effective visual communications that attract the attention of the target audience and convey the desired message. In today's environment, art directors must also keep abreast of the latest trends in design and technology to remain competitive and offer innovative solutions.

The tripartite concept used in the logo and identity emerged from a collaboration with the bureau. The bureau's founders sought to reflect the key principles that shape their approach to work in the new identity. We clearly articulated these principles so that they would form the foundation of the brand's visual language.

Community plays a key role in the FORM project. Interaction between student interns and the artists surrounding them is essential. These people facilitate the generation of ideas and inspiration. Openness to collaboration with professionals from various fields beyond architecture allows for broadening horizons and enriching experiences. As a result, during the first stage of the logo's development, it took on a cloud-like and fragmented form, reflecting the diversity and multifaceted nature of ideas that arise during creative interaction.

The second point concerns the method used to create texts for each specific project. The bureau observes a high degree of verbalization in the work process, encompassing not only form but also content. Therefore, this point has a strict, almost grotesque character, while remaining neutral. The main focus is on the text, which has formed the characteristic icon for this approach.

The project's architecture is the third key element, where ideas are transformed into tangible reality. In the final stage of the logo's development, we chose a display font with bold and expressive letters, which emphasizes its uniqueness and visual appeal.

The blue color used in the previous logo remained unchanged. The designers decided to keep this color to create a connection between the old and new styles of the company. However, the shade was slightly modified, which adds freshness and relevance to the logo.

The three versions of the logo reflect the three key sections of the bureau's new website. The "Community" section is a mood board created by the team and includes links to articles, projects, and events. The "Method" section contains original research and texts from the company, demonstrating its approach and philosophy. The "Projects" section serves as a portfolio, focusing on photographs showcasing the firm's successful work.

As you navigate between website pages, the logo changes smoothly. The designers used variable font technology to create an animated logo. This solution improves the user experience and makes navigation more engaging. Logo animation not only attracts attention, but also emphasizes the brand’s personality, which contributes to its memorability.

We decided to use an exclusively typographic solution, and variable font technology was ideal for this concept, allowing the logo to smoothly animate when When navigating between website sections. While variable fonts were just beginning to gain popularity, technologies for their development were rapidly evolving in font programs. We were interested in trying out these innovations.

To develop the three logo stages, reflecting the content of each of the three themes, we began with the first stage, which initially focused on sketches. We concluded that the first typeface should have a draft style to create an incomplete effect and only hint at the letterforms. This will help emphasize the creative process and visually reflect the idea's development.

The second stage of the project focuses on the text and concept, which requires the use of a highly legible grotesque face. The third stage concerns the implementation of architectural projects, when the concept becomes tangible. Here, it is important to create expressive accents with clear graphic elements. I worked on sketches and searched for suitable forms, actively discussing them in meetings. As a result, we selected the stages that met our requirements, and I began creating the typeface in Glyphs.

We faced a new challenge, as none of us had previous experience creating variable fonts. This proved to be a difficult task, as we had not taken into account the technical nuances when developing the forms. Typically, the process of creating a variable font involves drawing the extreme values, while the program automatically generates all intermediate states.

The transitions between states proved complex, leading to ineffective automated solutions. As a result, letters became distorted and dots were misplaced. To achieve smooth letter animation, it was necessary to create eight stages instead of three.

Art Directors: Philipp Tretyakov and Violetta Postnova. Their professional experience and creative approach to art direction allow them to create unique and memorable visual concepts. Philipp Tretyakov is known for his ability to combine modern trends with classic design elements, while Violetta Postnova brings fresh ideas and innovative solutions to each project. Together, they form a powerful team capable of realizing the most ambitious creative ideas.

The design was created by Asya Cherepanova.

The web design by Violetta Postnova, Alena Melnikova, and Philipp Tretyakov represents a unique combination of creativity and functionality. These web design professionals create attractive and user-friendly interfaces that help companies effectively present their brands online. Their approach is based on modern trends and technologies, allowing them to develop websites that meet high standards of quality and user experience. The team strives not only for aesthetics but also for search engine optimization, which helps increase visibility and attract target customers.

The Bitum font by Brownfox is a modern and stylish typography font that's perfect for a variety of design projects. Its clean lines and expressive style make it a versatile solution for web design, print, and branding. Bitum delivers excellent readability and visual appeal, which helps increase user engagement. Font choice significantly impacts how content is perceived, so Bitum is a great addition to any project seeking a modern and professional look. Using the Bitum font allows you to create a unique visual style that will set your work apart from the competition.

Client: Form

Form is a company specializing in the development and implementation of innovative business solutions. We offer a wide range of services, including web design, mobile app development, and business process optimization. Our team of professionals has extensive experience across various industries, allowing us to offer a customized approach to each project.

We understand the importance of an effective online presence for businesses, so we focus on creating high-quality products that not only meet modern requirements but also drive conversions. Our specialists utilize cutting-edge technologies and methods to ensure your projects stand out from the competition.

By working with us, you gain a reliable partner capable of bringing your ideas to life and helping you achieve your goals. We strive to ensure maximum quality and customer satisfaction at every stage of our collaboration. Choose Form for your next project and see for yourself.