New Identities for Russian Cities: 6 Unique Solutions

Contents:

• Tyumen: A City with a Historical Gradient
• Yugra: A New Look at Investments and Business
• Izhevsk: A New Font and Urban Identity
• Nickel: A New Look at the Border Settlement
• Solvychegodsk: A Unique Place with a Rich History
• Review of the New Yuzhno-Sakhalinsk Logo

A city's visual appearance is an important reflection of its history, culture, and the lives of its residents. In this article, we will analyze Tyumen's urban identity in detail, presenting new ideas and the voices of the creators behind them. We will examine how elements of design, architecture, and public space shape the city's unique appearance and influence how residents and visitors perceive it. Tyumen, with its rich historical heritage and cultural traditions, serves as an excellent example of how visual aspects can convey the spirit of a city and its identity.

Tyumen: A City with a Historical Gradient

Tyumen's brand designers developed a gradient concept symbolizing the transition from tradition to modernity. The slogan "The City Where the Journey Begins" emphasizes this idea, and the logo, depicting a barge on a heraldic shield, references the city's classic coat of arms, which also features a riverboat. This approach emphasizes the unique identity of Tyumen and its historical heritage, attracting the attention of both local residents and tourists.

The main principles of Tyumen's branding are borrowed from Scandinavian cities, emphasizing minimalism and simplicity. The doschanik, the city's most recognizable symbol, reflects its connection to the history of river trade and emphasizes the modern attraction of the Tura River. This branding element not only creates a unique image of Tyumen but also contributes to the formation of a positive image of the city, attracting tourists and investors. Thus, Tyumen continues to develop its identity, building on its historical roots and modern trends, making it attractive to residents and visitors.

The logo has been simplified: the waves have been removed, the shape of the shield has been changed, and the doschanik has been redesigned in accordance with heraldic standards. Tyumen, a gateway to Siberia, combines European character and comfort, which is reflected in the updated identity. The new logo design emphasizes the city's uniqueness and its historical significance, creating a modern and memorable visual image.

Alexander Nazarov, founder of the Tyumen studio "Lightshop," emphasized the importance of harmoniously combining traditional elements and modern trends in urban design. He believes that successful urban design must take into account the historical roots and cultural heritage of a region, while introducing innovative solutions that meet the needs of modern society. Thus, creating a unique visual image of the city is becoming a key factor in attracting tourists and improving the quality of life of its residents.

Tyumen's corporate identity includes elements of the city's architectural forms, in particular, the silhouette of the Soviet "anthill". This element will be actively used in souvenirs and merchandise, emphasizing the uniqueness and cultural heritage of the region. The use of such architectural symbols in design helps to create a memorable image of Tyumen and attract tourists interested in local culture and history.

The Tyumen identity palette features a variety of color schemes. For historical events, it is appropriate to use natural shades that highlight the city's cultural heritage. Meanwhile, for creative industries, it is better to use bright and saturated colors that reflect dynamism and modernity. The correct choice of color scheme contributes to the creation of a harmonious and attractive visual image, contributing to the development of the Tyumen brand. The color of the city navigation will be black, reflecting historical continuity, as this color was used in both the Tsarist and Soviet periods. Black symbolizes severity and elegance, making it ideal for creating a modern and functional wayfinding design in an urban environment. The use of black in city navigation will help emphasize the city's historical identity and improve the visual perception of wayfinding elements. City navigation will adapt to the historical context, demonstrating the transition from the central historical part to modern districts. In the city center, signs will use the Stronte font, which will emphasize the uniqueness and historical significance of this area. In new neighborhoods, the Wellington font will be used, reflecting the modern style and dynamic development of the urban space. This approach to navigation will create a harmonious combination of tradition and modernity, improving orientation for residents and tourists.

The navigation system will be introduced in new city parks, which will significantly improve visitor orientation. The city's identity is already being actively used, including for events such as City Day, scheduled for July 31, 2021. The implementation of navigation will contribute to a comfortable urban environment and attract more tourists.

Lightshop Studio developed a tourism brand for the Tyumen Region to attract tourists. The symbol of the new style is a carved window frame, embodying the region's unique culture. The brand slogan “Open a window to the heart of Siberia” emphasizes the attractiveness and wealth of tourist opportunities in the Tyumen region, inviting travelers to discover the beauty and traditions of the Siberian region.

Yugra: A New Look at Investments and business

In April 2021, the investment brand of the Khanty-Mansi Autonomous Okrug - Yugra was presented at the international exhibition "Innoprom". This project, created by the Novosibirsk agency Melekhov and Filyurin, represents a significant step toward attracting new investors and supporting existing businesses in the region. The development of the investment brand is aimed at increasing the attractiveness of Yugra as a business location, thereby promoting the district's economic development and creating new jobs. The investment brand is designed to attract entrepreneurs and investors interested in developing businesses in the district. The new brand combines a serious and friendly approach, making it appealing to a diverse audience. Effective positioning and clear communication help increase interest in the region's investment opportunities, promoting its economic growth and development. Modern territorial marketing focuses on attracting investment. However, the target audience of investors is often heterogeneous. We set ourselves the task of creating an investment brand that would function effectively at various levels and interact with diverse investor groups. This will allow us not only to attract capital but also to create a lasting image of the region as an attractive investment destination.

Vladimir Tomko, project manager, announced the creation of a unique product for the Russian market—a regional investment brand. This brand has become an umbrella for various development institutions and government agencies shaping Yugra's investment climate. We have abandoned traditional stereotypes and avoided using ethnic and natural motifs in the design. This allows us to more effectively represent the region and attract investment, emphasizing its modernity and potential.

The logo of Ugra includes two key components: the symbol and the slogan "Ugra Open For" or "Ugra is open for". The designers sought to create a slogan that would be easily understood in both Russian and English, ensuring the district's effective representation at international exhibitions. This approach helps strengthen Ugra's image as an open and friendly region, ready for cooperation and development on the global stage.

The slogan has a universal structure, allowing it to be adapted to various events. For example, for sporting events, one could use variations such as "Ugra Open For Sport." This flexibility makes the slogan an effective tool for attracting attention and creating a positive image of the region, emphasizing its active participation in sports.

The design utilizes the Intro font family, which has a modern and laconic style, significantly improving information comprehension. Using the Intro font helps create a clean and minimalist interface that meets modern design requirements and makes the text more readable.

The logo includes a unique collage of the letters "U" and "O" that creates the letter "U," representing the first letter of the region's name. This creative element emphasizes the individuality and memorability of the brand. The logo serves as a visual symbol that reflects the identity of the region and its cultural characteristics, creating associations in the audience.

The primary colors of the Yugra brand are green and blue, symbolizing the region's unique natural heritage. These colors are important elements of the new coat of arms of Yugra, which was registered in the heraldic register of Russia in February 2021. Green represents the nature and forests of the district, and blue symbolizes water resources and clear skies. The use of these colors in branding emphasizes the identity of Yugra and its connection with the environment.

Additional colors, such as yellow, blue, and red, highlight various areas of the region's development, including education, culture, science, business, and sports. This highlights the diversity of opportunities for investors interested in supporting and developing the local economy. Using such color accents helps visually highlight key areas for investment and draws attention to the region's potential.

Izhevsk: New Font and Urban Identity

You can study the visual symbols of Izhevsk on a specialized website, which presents the updated hallmarks of Izhevsk factories, created by the design team. This resource provides a deeper understanding of the city's cultural heritage and industrial history, showcasing unique design elements that reflect Izhevsk's identity.

Since the project's launch in late May 2021, the Izhevsk typeface has been created through collaboration between Paratype studio and the Center for Territorial Development of the Udmurt Republic. This typeface reflects the city's unique identity and cultural characteristics, emphasizing the importance of local distinctive style in contemporary design. The typeface's development aims to improve visual communication and support Izhevsk's branding, making it a significant element in promoting the region.

For Izhevsk's anniversary in 2020, a significant study of the city's visual heritage was conducted, collecting city signs, packaging, and logos of local manufacturers. The collected materials formed the basis for the development of a new city typeface that reflects Izhevsk's unique character and cultural traditions. The new font not only emphasized the city's visual identity but also marked an important step in preserving its historical heritage.

Work on the city's identity emphasized the importance of fonts, especially in the context of the launch of the second stage of the design code governing address signs. This created the need to develop a unique design that would be enshrined in the Improvement Rules. Establishing clear font standards will not only improve the visual perception of the urban environment but also enhance navigation for residents and visitors.

Initially, purchasing a ready-made font was considered, but the high cost of licensing made it unaffordable. Therefore, the decision was made to create a unique font inspired by Izhevsk's rich visual heritage. This approach will not only save money but also reflect the city's cultural and historical characteristics in the font design. Developing a custom font will be an important step in creating a unique visual style that will emphasize Izhevsk's identity and draw attention to its cultural traditions.

Vyacheslav Pravdzinsky, Director of the Center for Territorial Development of the Udmurt Republic, emphasized the importance of developing a font that will support the Udmurt language. This development required the introduction of additional special characters to accurately reflect the language's peculiarities.

The font concepts were created by Izhevsk designers during a workshop held at the Reforma School of Practical Design under the direction of Alexandra Korolkova and Nikolai Nedashkovsky. Four designers actively collaborated during the process, which contributed to the creation of unique and innovative font solutions.

The designers have developed two unique fonts with an industrial-weapons theme. The first, IZH-260 A, is a display font ideal for headlines and signs. It captures the atmosphere of Izhevsk's historic address signs, making it an ideal choice for projects related to the city's history and culture. This font will add originality to your design and emphasize its connection with industrial heritage.

Font IZH-260 T is ideal for long texts due to its A brutal yet understated style. Its design is inspired by Swiss grotesques of the 1960s, making it relevant and modern. The IZH-260 T supports a wide range of signs and symbols, ensuring versatility. This font will be an excellent choice for various printed and digital materials, emphasizing their style and readability.

The fonts contain two versions of the Izhevsk coat of arms, which can be typed using a keyboard. These unique design elements allow users to easily integrate the city's symbolism into their projects.

Izhevsk's fonts will serve as the "voice of the city," appearing on address signs, information boards, and public transportation routes. This will create a unified visual style that will help improve the perception of the urban environment and raise awareness among residents and visitors. Fonts that reflect Izhevsk's uniqueness will become an important element of the city's identity, contributing to the development of a comfortable and user-friendly urban infrastructure.

Izhevsk will become the first city in Russia to officially establish a font in its regulations. This innovation will unify the visual design and improve the perception of urban infrastructure. The next stage involves developing a new design for address signs that will take into account the unique features and specifics of the city's various districts. This approach will not only enhance the aesthetic appeal but also simplify navigation for residents and visitors of Izhevsk.

The current project focuses on using fonts in various formats to design festive events. One such event is City Day, which took place from June 10th to 12th. As part of the project, we are focusing on creating a unique visual style that emphasizes the festive atmosphere and attracts the attention of residents and visitors. The use of a variety of fonts effectively conveys the mood of the events and creates a memorable image of the holiday.

The fonts will be available for free use, but their use is limited to non-commercial projects in Izhevsk. Entrepreneurs can enter into agreements for the use of fonts in souvenirs. This will allow for design diversity and increased product appeal, while respecting copyright and local initiatives.

To obtain the IZH-260 A and T fonts, please complete the appropriate form on the project's official website. Please ensure you provide all required information to expedite the font acquisition process.

In Russia, cities such as Yekaterinburg, Perm, and Moscow are actively developing unique fonts, highlighting the growing trend of shaping urban identity through design. These fonts are becoming an important part of visual culture, helping to create a recognizable image and drawing attention to local features. Creating custom fonts allows cities to stand out from others, enhancing their uniqueness and appeal to residents and tourists alike.

For more information about Yekaterinburg's unique appearance, check out this interview with Vladislav Derevyannykh, Brand Design Director at the Voskhod advertising agency. This interview discusses key aspects of the city's visual design and its impact on the region's image.

Nickel: A New Look at the Border Settlement

Nickel is unique A single-industry village in Russia's picturesque Murmansk region, which until December 2020 was known for its Norilsk Nickel smelter. Following the closure of this facility, local residents, together with experts and the Second School Center for Social Projects, began developing a new strategy for the region's socioeconomic development. The importance of this initiative lies in creating a sustainable economy based on new employment opportunities and improving the quality of life for local residents. The primary focus of development is currently on the border service economy and tourism. Asmysl, a company specializing in branding northern territories, has developed a new brand aimed at attracting tourists and investors. This brand is capable of creating a positive image of the region and highlighting its unique advantages, which, in turn, will facilitate the active development of tourism infrastructure and increase investment. Nikel is located on the border with Norway and Finland, making it an attractive destination for tourists. Before the COVID-19 pandemic, the town was popular with Norwegians seeking affordable fuel, food, and medical services. However, the lack of overnight accommodations curbed the flow of visitors. Therefore, the new development strategy will focus on improving services and creating comfortable living conditions. This will not only increase the number of tourists but also boost the regional economy by offering a variety of services and entertainment.

As part of the new brand, numerous elements have been created, including an international navigation system, a website, and a tourist information center. These developments will help effectively present the unique opportunities of Nikel and attract tourists.

Asmysla designers drew inspiration from the slogans that form the foundation of the brand. The slogan "The Road to Russia" is aimed at tourists from Northern Europe, while "The Road to Scandinavia" is addressed to residents of Russia. These phrases reflect the brand's strategy, emphasizing the cultural ties and tourism opportunities between the regions.

The Nikel logo, in which the word Nikel is emphasized by a repeating letter "i," symbolizes dynamic development and growth. This design element not only attracts attention but also effectively conveys the village's updated identity, opening up new horizons and opportunities for residents and visitors.

The number of letters "i" in the logo can be varied, allowing it to be adapted to various formats. This includes printed materials, social media icons, and souvenirs. This flexibility in design allows the logo to be effectively used in different contexts and increases its recognition.

The new visual identity is dominated by cool shades that evoke associations with northern nature. The primary colors include pure white and nickel blue, while soft shades of pink, blue, green, and purple are used as secondary colors. This color palette creates a feeling of freshness and tranquility, emphasizing modern style and elegance. Cool tones contribute to a harmonious atmosphere, making them ideal for use in a variety of design solutions.

The font used in the identity is Next, a distinctive grotesque typeface. A unique program for Nikel allows for the creation of lettering that forms a "path," accurately reflecting the philosophy and essence of the brand.

One of the unique features of the new brand is the development of a mascot. Characters called Kerns occupy a key position in the communications strategy. They are able to interact with each other and share stories that help break down stereotypes about Russia and Scandinavia. These characters not only attract attention but also help create a positive brand image, establishing an emotional connection with the audience. Kerns are not just characters, but symbols of cultural exchange, capable of conveying important ideas and values ​​to consumers, promoting better understanding between the two regions.

The Norwegian Consulate announced the creation of a museum of stereotypes, which will initially be available online and will later open in a physical version in Nikel. This project aims to improve perceptions of the region and will become an important part of a public initiative. The museum will help deepen understanding of cultural characteristics and eliminate preconceived notions about Norway and its people.

The Kern characters have become widely popular among locals and have become a source of inspiration for entrepreneurs who have begun developing unique products, including kern-shaped candies. These original sweets attract the attention of both tourists and locals, contributing to the development of the region's culture and economy.

Natalia Rybalchenko, co-founder and brand strategist of Asmysl, emphasized the importance of creating a visual and emotional context for the new brand. This approach is especially important for attracting both tourists and locals. Creating a memorable brand image will effectively connect with the target audience and increase their loyalty. The visual context should reflect the uniqueness of the region, while the emotional aspect will help create a deep connection with customers, making the brand more appealing and relevant.

The characters will be integrated into the Nikel map and navigation, which are currently under development, strengthening the connection between the new brand and the local community. This integration will allow users to better navigate the space and create a unique experience of interaction with the brand.

Solvychegodsk: a unique place with a rich history

Solvychegodsk, located in the picturesque Arkhangelsk region, is a unique combination of historical heritage and modern branding. A journey to this small town begins with a train ride to Kotlas, followed by a ferry for further travel. Solvychegodsk attracts tourists with its architecture, cultural monuments, and picturesque natural landscapes, making it an ideal place to relax and explore the region's history.

Solvychegodsk's remoteness from major cities has had a positive impact on its architectural appearance. During the Soviet period, cheap building materials were not used here, which contributed to the preservation of its unique architectural style. This makes the town attractive to tourists and connoisseurs of historical architecture. Solvychegodsk has become an example of cultural heritage preservation, emphasizing its significance as a historical and tourist destination.

Solvychegodsk is famous for its historical roots, which date back to the Stroganov era. Since the 17th century, salt mining began to actively develop here, becoming a crucial aspect of the region's economic growth. Salt not only contributed to the development of the local economy but also became the basis for the city's new brand, attracting the attention of tourists and researchers. Today, Solvychegodsk represents a unique blend of historical heritage and modern technology, making it an attractive destination for visiting and exploring.

The new brand concept emphasizes the region's diverse uniqueness, particularly its connection to "salt." It combines architectural and literary traditions, renowned culinary delights, and the healing properties of local resources. Solvychegodsk stands out for its purity and crystal clarity: the architectural monuments have retained their unique character and beautifully reflect the region's history and culture.

Solvychegodsk's urban aesthetic is characterized by minimalism, giving this historic town a unique and boutique atmosphere. It is free of superfluous details, allowing the focus to be on its true essence. Solvychegodsk attracts those who appreciate purity of form and sincerity of architecture, creating a special atmosphere for residents and visitors alike.

According to surveys of locals and tourists, Solvychegodsk is considered an ideal place for solo travel and deep reflection. This town attracts attention with its atmosphere of solitude and tranquility. Its slogan, the provocative question "What is your salt?", invites visitors to reflect on the meaning of life and their personal values. Solvychegodsk offers a unique opportunity for self-reflection in a picturesque natural setting, making it attractive to those seeking inspiration and inner peace.

Natalia Rybalchenko, co-founder and brand strategist of Asmysl, emphasizes the meaning of this phrase as a reflection of the traveler's inner world. She argues that every traveler carries within them unique experiences and emotions that shape their perception of the world. Understanding and awareness of this inner world helps to more deeply comprehend travel and find new meaning in it.

Designers of Asmysl developed a minimalistic and elegant style for the brand, focusing on simplicity and modernity. The primary colors used in the design are black and white, creating a clean and professional look. Additional accents, such as gray, pink, blue, and turquoise, lend the design a dynamic and fresh feel. Zangezi and Zangezi Sans fonts by Daria Petrova are used for the text, harmoniously complementing the overall concept, ensuring legibility and style. This approach allows the brand to stand out from the competition, emphasizing its uniqueness and commitment to quality.

The Solvychegodsk city logo features stylized salt crystals, symbolizing the region's rich heritage. This design reflects not only the historical influence of the Stroganovs but also the unique aspects of the local gastronomy. The salt crystals, as an element of the logo, highlight the diversity of Solvychegodsk's cultural and culinary traditions, making it recognizable and memorable.

Currently, the designers are actively developing city navigation, including creating a unique map stylized as an X-ray. On this map, buildings of historical value are highlighted in bright colors, which allows users to easily navigate the urban environment and find significant objects. This approach not only improves visual perception, but also helps to increase interest in the city's cultural heritage, making it more accessible to residents and tourists.

Solvychegodsk is part of six municipalities in the Arkhangelsk region. In 2018, a unique brand called "Northern Three Rivers" was created for this region. The brand's logo features a tree with three branches, representing the three rivers that flow through this picturesque area. This emphasizes the importance of water resources to the region's culture and economy, as well as its natural beauty, which attracts tourists and explorers. Thus, Solvychegodsk and its surroundings are becoming increasingly popular as a tourist destination, thanks to its unique brand and rich natural heritage.

Overview of the New Yuzhno-Sakhalinsk Logo

Yuzhno-Sakhalinsk is a unique city in the Russian Far East, where European and Asian cultures harmoniously blend. Surrounded by picturesque landscapes and majestic mountains, it attracts tourists from across the country and neighboring states. In 2023, Art. Lebedev Studio unveiled a new logo for Yuzhno-Sakhalinsk, symbolizing its rich cultural heritage and modern development. The city offers a variety of opportunities for recreation and cultural enrichment, becoming an attractive destination for travelers.

The logo design represents the silhouettes of mountains and a network of streets, visible from above. This element symbolizes the city's harmonious connection with its natural surroundings and is inspired by Asian aesthetics. The frontal image of mountains emphasizes the European perspective characteristic of the residents of Yuzhno-Sakhalinsk. The logo reflects a unique blend of cultural influences, emphasizing the identity and character of the city.

The logo features vibrant colors, reminiscent of the colorful houses and mosaics characteristic of the city. The designers offer the option to change the logo's color palette depending on specific needs. This allows city agencies to customize the logo to match their corporate colors, ensuring its versatility and consistency with branding. This approach makes the logo not only attractive but also functional, which contributes to its more effective use in various contexts.

Residents of Yuzhno-Sakhalinsk chose a new logo from four proposed options. This process demonstrates the importance of public participation in shaping the image and identity of the city. Involving citizens in such initiatives helps strengthen the connection between the population and local authorities, and also allows for the creation of a unique visual image that reflects the values ​​and culture of the community.

The studio not only created the logo but also developed a design code for the city. This code includes recommendations for updating Soviet-era panel buildings, making them more attractive and modern. The project is aimed at improving the visual perception of the urban environment and enhancing the quality of life of its residents.