Swiss typography for the business class: Regenbogen residential complex on Vasilievsky Island

Contents:

• Place
• Manifesto
• Dynamics
• Art

SmartHeart creative agency has many years of experience working with developers. Recently, one of our clients was a company that requested an identity for a new residential complex in a prestigious area of ​​St. Petersburg. We offered original solutions that emphasized the project's uniqueness and appeal to potential buyers.

SmartHeart founder Stanislav Okrukh discussed the origins of the residential complex's name, how local history influenced the choice of font for the logo, and why famous fashion brands were chosen as references. These elements help create a unique identity for the project and emphasize its connection with the cultural context of the region.

Founder of the SmartHeart creative agency and brand evangelist of the Luch project, which actively develops innovative approaches in marketing and branding. With experience in creating unique creative solutions, he helps build strong brands and successfully market them.

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Location

The client, the St. Petersburg developer Krasnaya Strela, approached us with a clear task: to create an identity for a new residential project planned for launch.

The complex is being built in close proximity to the city center, ensuring the presence of historical buildings and well-developed infrastructure. At the design and architectural concept stage, the positioning was clearly defined: the apartments are designed for comfortable living for couples without children or for a single person. This makes the house especially attractive to a young audience looking for comfortable and stylish housing in a dynamic urban environment.

During the Soviet period, on the site where the building is now being built The residential complex housed the Kozitsky factory, which produced televisions under the Raduga brand. This enterprise was founded in the mid-19th century by German entrepreneurs and was known as Siemens & Halske until the Revolution. Thus, the name of the residential complex, Regenbogen, which means "rainbow" in German, refers both to its founders and to the legendary Soviet manufacturer. This combination of historical heritage and a modern approach makes the residential complex a unique place to live.

Manifesto

The target audience of this residential project consists of active young people striving for development and success. These are people who work, earn, seek opportunities, and create. It was important to create a visual brand image that reflects the dynamism and individuality of these "verb people" who have their own vision of St. Petersburg. The project aims to meet the needs of modern city residents ready for change and new challenges. Future residents of Regenbogen strive to establish their identity and connection with the project, as well as with modern St. Petersburg. Therefore, communication was built in an affirmative and bold tone, emphasizing the uniqueness and appeal of the new residential complex. This creates a sense of belonging and confidence in the choice of potential residents, and contributes to the formation of a positive image of the area.

I am a representative of contemporary art. This movement encompasses a variety of styles and forms, reflecting current trends and societal issues. Contemporary art is not limited to traditional genres and often includes multimedia projects, installations, and performances. It seeks to evoke emotions, provoke thought, and encourage dialogue on important issues. In this context, contemporary art becomes a mirror reflecting the cultural, social, and political changes taking place in the world.

I am a resident of St. Petersburg. This city, known for its unique architecture and rich history, attracts many tourists and residents. St. Petersburg offers a variety of cultural events, museums, theaters, and historical landmarks. I am proud to call this city my home, as its atmosphere inspires and energizes. St. Petersburg is a place where tradition meets modernity, creating a unique look.

I am Regenbogen.

The designers developed the concept of a manifesto-identity, looking to constructivism and Bauhaus programs for reference. To give the branding a dynamic and provocative feel, they drew inspiration from the unconventional visual solutions of Off-White and Balenciaga. This combination of historical and modern approaches allows us to create a unique and memorable image that reflects current trends and the needs of the target audience.

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The history of the Balenciaga fashion house begins with the figure of one of the greatest couturiers of the 20th century – Cristobal Balenciaga. He became known for his unique cutting and tailoring techniques that changed the perception of fashion. Balenciaga was more than just a designer; he created works of art using innovative techniques and materials. His work was distinguished by clean lines, unusual silhouettes, and exceptional attention to detail. Founded in 1917 in San Sebastian, the Balenciaga fashion house quickly gained popularity in the world of haute couture. Cristobal moved his workshop to Paris in 1937, which allowed him to expand his influence on the international stage. His creations were worn by celebrities such as Greta Garbo and Jackie Kennedy. With each new season, Balenciaga continued to surprise the fashion world with his avant-garde approaches, combining tradition with modern trends. Today, the Balenciaga brand remains a symbol of sophistication and innovation, finding harmony between classicism and experimentation.

Dynamics

The logo is based on constructivist typography. This is reflected in the chopped shapes, creating a sense of "air," and the use of an accent color of orange in combination with a complementary concrete gray. This approach emphasizes modernity and visual appeal, making the logo memorable and unique.

We started with two primary colors: white and black. Orange was chosen to create a bright accent. This rich color has the ability to be perceived as positive and aggressive at the same time, which allows it to convey many meanings. Orange complements neutral tones beautifully, lending dynamism and expressiveness to the design.

To further explore the Constructivist sentiments, it's important to look at their visual language, as well as the creation of posters and typefaces. Swiss typography and the grid became significant sources of inspiration, as they share many similarities with the aesthetics and ideas of the Bauhaus, reflecting its manifesto. Analyzing these elements allows for a deeper understanding of the Constructivist approaches and their influence on modern design.

We decided to create a logo based on clear geometric shapes. It had to be as simple as possible, as the word "Regenbogen" is long. We used rounded rectangles that form the letters, as well as elements reminiscent of a cube. The focus was on straight lines and a few diagonals, giving the logo a minimalist look without unnecessary detail. However, for the corporate typeface, we added a unique element that sets it apart from others.

The center of the shortened logo now features an accent on the letter "g." This letter also works well in the abbreviation "rgb," serving as an ampersand and connecting the letters "p" and "b." Furthermore, RGB represents the color model used by designers, adding additional meaning and context to the logo.

Evgenia Solomentseva is an expert in marketing and digital technologies. She provides valuable insights and recommendations for businesses, helping them effectively utilize modern tools and strategies to achieve success. Evgenia actively shares her expertise through articles and webinars, focusing on process optimization and conversion rate improvement. Her approach is based on data analysis and the implementation of innovative solutions, enabling businesses to adapt to rapidly changing market conditions. With her advice, companies can not only improve their position but also significantly increase profits.

Agency designer, art director. These roles require high creativity and deep knowledge of visual perception. Agency designers develop unique graphic solutions, creating attractive visuals for various projects. The art director, in turn, coordinates the work of the design team, determines the style and focus of projects, and ensures that the concept aligns with the client's overall goals. Both professionals play a key role in shaping a successful brand image and implementing effective marketing strategies. It is important that designers and art directors possess not only artistic vision but also an understanding of current design trends and the needs of the target audience.

The use of a set of pictograms is an important element in the identity of a residential complex. The use of unique, stylized icons instead of standard and faceless symbols in navigation throughout the adjacent territory and floors contributes to the project's appeal. A unified corporate style of pictograms helps create a harmonious perception of space, improves navigation, and emphasizes the individuality of the residential complex. Thus, a well-designed identity not only simplifies navigation but also creates a positive impression of the project.

The pictographic style of this building reflects the graphic style of the Regenbogen lettering. The symbols have sharp angles and contrasting curves at line joints, creating a unique visual effect and emphasizing the modern design.

The guidelines include a simple yet effective technique: highlighting display text using the brand color. This method helps draw attention to important content elements and improves information comprehension. Using the brand color not only emphasizes key points but also helps create a unified visual style, which positively impacts text memorability and brand recognition. Applying this approach to your content can significantly increase its appeal and effectiveness.

To ensure a unified branding across all Regenbogen communications, a photo style was developed. The focus is on vibrant, high-contrast images that include essential accents in the signature colors. This approach allows you to create a harmonious visual perception and strengthen the brand image.

Art

The Regenbogen brand positioning not only formed a manifesto and the image of "one of our own". From the idea of ​​a modern city dweller and, to a certain extent, a rebel, a visual connection with street art arose, which was also reflected in the brand book. We view the home not simply as a living space, but as a cultural phenomenon that will be closely linked to art, emphasizing its uniqueness and relevance in the future.

The standard solution for branding business-class homes involves the use of classic, idyllic and restrained approaches. These elements help create an atmosphere of sophistication and exclusivity, which is especially important for the target audience in this segment. Effective branding should convey the values ​​and characteristics of the property, emphasizing its uniqueness and high quality. Key aspects include the use of elegant design, thoughtful color schemes, and high-quality materials that create a harmonious home experience.

The Regenbogen identity significantly distinguishes this project from others. It eschews traditional respectability, and all visual solutions are closely linked to the history of the location and the interests of the target audience. This approach creates a unique and memorable image that reflects the culture and character of the region, attracting the attention and engaging visitors.

Maxim Besov is a project manager with significant experience in managing teams and implementing strategies. His leadership qualities and professional skills allow him to effectively achieve goals and ensure high quality of work. Maxim actively implements innovative approaches to project management, which contributes to increased productivity and improved results. Under his leadership, the team successfully overcomes challenges and delivers projects within deadlines.

Stanislav Okrukh is the project's creative director, responsible for the development and implementation of innovative ideas. His experience and creative approach contribute to the project's successful promotion on the market. Stanislav actively works to create unique content that attracts audience attention and increases brand awareness. His strategic thinking and attention to detail help achieve high results and align with modern industry trends.

Evgenia Solomentseva is a professional art director with extensive experience in design and visual arts. She specializes in creating unique concepts and managing creative projects, ensuring the high quality and originality of each work. Evgenia successfully works with various brands, developing creative solutions that help them stand out in the market. Her deep understanding of modern design trends and attention to detail make her an indispensable specialist in the team.

Ilya Bakulev is a professional copywriter specializing in creating high-quality content for various platforms. Thanks to his experience and skills, Ilya is able to tailor text to the target audience, making it engaging and informative. He works with a variety of topics, providing a unique approach to each project. Ilya helps brands effectively communicate their ideas to customers using SEO optimization to increase visibility in search engines.

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Maxim Besov is a project manager with significant experience in managing teams and implementing complex projects. His professional skills include strategic planning, process coordination, and workflow optimization. Maxim is actively involved in the development of innovative solutions, which contributes to the successful implementation of projects and the achievement of goals. Thanks to his leadership style and ability to inspire the team, he effectively manages resources and time, ensuring high quality work.

Stanislav Okrukh is the project's creative director, responsible for the development and implementation of innovative ideas. His experience and creativity contribute to the creation of unique content that attracts attention and increases interest in the project. Stanislav actively works on visual design strategies and conceptual development, which allows him to achieve high results and distinguish the project from the competition.

Evgenia Solomentseva is an art director with extensive experience in visual art and design. She actively participates in the development of creative concepts and project management, ensuring the high quality and originality of every creative solution. Evgenia strives to create unique visual images that help brands stand out in the marketplace. Her professional skills and deep understanding of contemporary art make her a valuable specialist in art direction. Ilya Bakulev is a professional copywriter specializing in creating high-quality content. With his help, you can effectively communicate your ideas to your target audience. Ilya has experience writing texts for various niches, which allows him to adapt the style and tone to the needs of a specific project. His work helps improve website visibility in search engines, attracting more customers and increasing conversions. Contact Ilya Bakulev to create unique and engaging content that will make your business stand out from the competition.