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Learn moreYandex Rent was launched in Russia in 2021, and in 2023, the company introduced its own app for iOS and Android devices. In this context, ESH Gruppa developed a unique corporate identity that reflects the brand's core values. Tucha the cat played a key role in creating the service's image, lending a humane and friendly feel to the brand. This approach allows the service to stand out from the competition and create a closer connection with users, which is especially important in the rental industry.
What is Yandex Rent?
Yandex Rent is an innovative digital service that provides transparency and convenience in the housing rental process. The platform is designed for tenants and landlords, acting as a reliable intermediary that guarantees secure transactions for both parties. With Yandex Rent, users can easily find rental properties or list their properties without the need for in-person meetings, saving time and simplifying the process. Thanks to its intuitive interface and modern technology, Yandex Rent is the ideal solution for those who value comfort and security when renting. Yandex Rent specialists thoroughly inspect properties, creating high-quality photos and videos for online presentations. We publish ads and organize apartment showings for potential tenants. Once the owner approves the future tenants, we arrange for the lease agreement to be signed and keys to be delivered by courier. Our goal is to make the housing rental process convenient and transparent for both owners and tenants.
The identity for Yandex Rent was developed by ESH Gruppa. The team is ready to share the reasons for choosing the visual language that was used to create this service. The visual style was carefully crafted to reflect the core values and functionality of Yandex Rent, as well as ensure ease of perception and convenience for users.
House, ladder, keychain
In the winter of 2021, Moscow studio ESH Gruppa won a tender from Yandex. During this same period, designer Nadya Kosenkova got a black kitten named Tucha. Yandex Rent was already operational, but it lacked proper branding. Developing a unique visual style became an important task for the team, which allowed them to attract user attention and strengthen the service's position in the rental market.
The competition concepts for the corporate logo submitted by ESH Gruppa were linked to the logo of another of the corporation's products, Yandex Real Estate. The design used elements such as a door lock in green shades and a lilac, slightly open door. The door was shaped like a speech bubble, symbolizing communication between the tenant and the landlord, and the service emphasized its role as an intermediary in this interaction.
At the project's launch, ESH Gruppa and the Yandex in-house team held a workshop that facilitated a deeper understanding between the client and the contractor. During the meeting, initial ideas were discussed and references were collected. The idea for a keychain emerged at this point, on a whiteboard. Options with a ladder and abstract shapes were also considered, but they were rejected. For a large service, it is critical that users can easily and instantly perceive the visual image.
The keychain has an important element: a hole. This hole allows the keychain to be attached to various objects, opening up opportunities for creating a unique and scalable identity. This approach allows the keychain to be easily adapted to various needs and styles, making it not only functional but also stylish.
Nadya Kosenkova is a lead designer at ESH Gruppa. In her role, she is responsible for creating innovative design solutions that help improve the user experience. Nadya actively works on projects aimed at developing attractive and functional interfaces. Her professional skills and creative approach contribute to the successful implementation of design concepts that meet modern market demands. At ESH Gruppa, Nadya plays a key role in shaping the visual style and ensuring high design quality.
The idea of creating an icon that does not include the full image of a house, key, or keychain, but only a fragment resembling these elements, is inspiring. This approach allows us to convey the essence of the object while maintaining minimalism. The hole located in the center symbolizes reliability and stability, adding additional meaning to the icon's design. This solution emphasizes the importance of the concept, where it is not always necessary to display an object in its entirety for it to be understandable and perceptible.
Stefan Laško is the Art Director at ESH Gruppa. His responsibilities include developing creative concepts and visual design for the company's projects. Stefan is actively involved in creating unique solutions, combining modern trends with a personal approach to each client. His professional experience and artistic vision contribute to the successful promotion of the ESH Gruppa brand on the market.
The icon has undergone careful revision and adjustment of the rotation angle. In most cases, attention to the identity icon is not so serious. The final version features a graphic design with the ring tilted to the right, giving the keychain a dynamic feel and creating the impression that it is dangling from a keychain. This design approach allows you to highlight the brand and make it visually attractive, which is important for an effective identity.
Of course, I am ready to help with editing the text. Please provide the source text you want to redo.
I am glad that we created the icon taking the grid into account. It gives the work a special satisfaction. This approach not only improves visual perception, but also makes the design more harmonious and professional.
Stefan Laško is a well-known person in his field, with considerable experience and knowledge. His work and research have contributed to the development of new approaches and ideas. Laško actively participates in various projects, sharing his views on current topics. His contributions to the industry make him a key figure, and his expertise is sought after by both colleagues and the general public. Stefan Laško continues to inspire many, pursuing new achievements and supporting innovation in his field.
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Creating the perfect logo involves several key stages, such as searching for ideas, choosing a concept, and analyzing successful examples. It is important to start with thorough research to understand which elements of visual identity best reflect your brand's values and mission.
Finding logo ideas can be done by analyzing competitive brands, studying current design trends, and using various creative methods, such as brainstorming or collage. It's important that your logo is unique and memorable, so it's recommended to create several concepts and select the most suitable ones.
When choosing a logo concept, consider the target audience and emotional perception. Elements such as color, font, and shape play a crucial role in creating the right image. For example, bright and vibrant colors can evoke associations with energy and creativity, while more subdued shades convey a sense of trustworthiness and professionalism.
Studying examples of successful logos can inspire you and help you identify effective techniques and strategies. Analyze the elements that make these logos successful and apply the knowledge gained to your project.
Creating the perfect logo takes time and effort, but if done correctly, it will significantly increase your brand recognition and help you stand out from the competition.
Color
After creating the brand symbol, the stage of developing a guidebook began, in which it was necessary to systematically reflect all the elements of the corporate identity. ESH Gruppa designer Nadya Kosenkova joined the Yandex team to implement this important project.
Bright purple was chosen as the main color in the design. Contrasting shades included yellow, light orange, and peach. These colors, contrasting with purple, help create a warm atmosphere and visually convey a sense of comfort. The correct combination of these shades effectively highlights key elements of the layout and attracts user attention, which is essential for successful content perception.
The core concept for creating a detailed brand palette is that leasing is a service model involving tenants and landlords. This model allows for colors to be separated and used for various communications, reflecting the unique mood of each party. This approach will help better convey information to the target audience and create a harmonious brand perception.
Nadya Kosenkova is a professional in her field, possessing extensive experience and knowledge. She is actively involved in the development and implementation of projects, striving to achieve high results. Thanks to her creative approach and attention to detail, Nadya creates unique solutions that meet the needs of her clients. Her work is distinguished by high quality and reliability, which allows her to earn trust and respect in her field. Nadya continues to develop and improve her skills, which makes her a sought-after specialist in the market.
When designing communication with apartment tenants, it is important to use friendly and warm shades of the palette to create an atmosphere of trust. In contrast, when interacting with property owners, it's important to emphasize expertise and professionalism, which is where cool purple shades are ideal. This approach allows for effective communication and sets the right tone.
The purple color chosen for the brand was strategically chosen. Its purpose is to distinguish the company from competitors in its niche and differentiate it from other Yandex products. When choosing the logo shade, we took into account how it would combine with other colors, for example, with the bright red "I" logo.
In 2022, Pantone presented the color of the year Very Peri - a light purple shade. This color quickly gained popularity and became a trend, inspiring numerous visual products, designs, and art objects. Very Peri symbolizes creativity and innovation, reflecting a changing world and the desire for new ideas. Thanks to its versatility, this shade has found application in fashion, interior design, and graphic design, making it an important element of modern visual language.
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Colors play an important role in our lives, influencing emotions and perceptions. Understanding the meanings of different colors and their combinations helps to create a harmonious atmosphere in the interior, design, and even in fashion. Each color has its own associations: for example, red symbolizes passion and energy, blue calmness and trust, and green nature and harmony.
Color combinations are also important. The right combinations can enhance positive emotions and create the desired mood. To create attractive color schemes, you can use a color wheel, where adjacent colors form harmonious combinations, and opposite colors create contrast.
It's also important to consider the psychology of color perception. For example, warm shades like orange and yellow can evoke feelings of joy and warmth, while cool colors like purple and blue can bring a sense of calm and tranquility.
Knowing the meanings of colors and their combinations allows you to use them effectively in a variety of areas, from interior design to logos and marketing materials. The ability to correctly combine colors not only contributes to aesthetic perception but also improves communication with the audience.
Illustrations
A mascot hero is an effective tool for creating consistent branding. It allows you to create a unique and memorable image that can be easily integrated into all marketing communications, including advertising and various content formats. Using a mascot simplifies interaction with the audience and helps distinguish the brand from competitors. This approach helps increase recognition and create an emotional connection with customers.
At the beginning of the discussion, ESH proposed using a brownie as a symbol, but Yandex rejected this idea. The service is focused on modern technology and innovation, and using a traditional image could undermine its modernity.
Defining character in illustrations is as difficult as recognizing a person's personality. We spent a long time searching and creating various options to convey the desired mood. In my experience, such challenges are quite common in the illustration industry. It's important to carefully approach each element to achieve the desired result and capture the character's personality.
Nadya Kosenkova is a name associated with outstanding achievements and a vibrant career. She is known for her unique approaches and abilities in her field, making her a distinctive figure. Nadya actively shares her knowledge and experience, inspiring others to grow professionally and personally. Her work and projects generate interest and discussion in professional circles, contributing to her reputation as an expert. Nadya Kosenkova continues to develop and make significant contributions to her field, making her a figure worthy of attention.
While creating brand illustrations for Yandex Rent, we spent almost a year searching for a precise and ideal style, testing various approaches. This lengthy process allowed us to identify the most effective visual solutions that reflect the brand's uniqueness and values. We aimed to create illustrations that would not only attract attention but also create a positive image of Yandex Rent in the market.
We actively collaborate with the app's development team, who are committed to speeding up the illustration process. The key requirement was the need for a fast and effective design approach: using elements and combining them to form complete scenes. Therefore, we chose a flat style from the outset, which is ideal for achieving these goals.
Illustrations are crucial for the service, as their creation must be intrinsically linked to the product. While it is possible to create an attractive image, it is important to consider that when placed in the app, it can lose its functionality and create a feeling of emptiness, which negatively impacts brand perception. Effective illustrations should harmoniously integrate with the interface and support the overall concept of the product, enhancing its uniqueness and appeal to users.
Emma Nizamova is a professional illustrator known for her unique artwork. She creates vibrant and memorable illustrations that resonate with a wide audience. Emma combines various techniques and styles in her work, allowing her to convey emotions and ideas through visual imagery. Her work is in demand across a variety of industries, including books, magazines, and advertising materials. Emma Nizamova continually develops her skills, stays current with contemporary illustration trends, and draws inspiration from the world around her.
Each image should reflect the main idea, and in the case of Yandex Rent this is especially relevant, since all the ideas can be directly extracted from the product itself. The service focuses on solving specific user problems, and it is these situations that become the basis for creating illustrations and metaphors. Thus, visual content not only attracts attention but also effectively conveys the essence of the services offered by Yandex Rent.
We provide assistance to people who have found themselves homeless and urgently need to find an apartment. For them, it is critical to get the keys to a new home as soon as possible. These people live out of suitcases, and their situations require special attention. Visualizing such complex topics creates a vivid and touching story: for example, a person relaxing on a windowsill, placing a kettle on a box, because their new home is not yet fully furnished. We understand the importance of creating comfortable living conditions and strive to make this process as quick and convenient as possible.
Emma Nizamova is a talented individual known for her achievements in the arts and culture. She distinguished herself as an outstanding actress, singer, and public figure. Emma Nizamova made a significant contribution to the development of theater and cinema, becoming a symbol of creativity and inspiration for many generations. Her unique style and charisma allow her to remain at the top of popularity and attract the attention of both viewers and critics. Thanks to her outstanding works, Emma Nizamova continues to inspire and surprise, strengthening her position in the art world.
Many illustrators prefer to depict real-life objects in their work rather than invent new ones. They integrate real-life images into the strict world of commerce, making their illustrations feel lively and authentic. This approach creates a warm atmosphere, which becomes a simple yet effective tool for attracting audience attention and distinguishing a product from competitors. Warm illustrations can create an emotional connection with consumers, which in turn helps improve brand recognition and increase sales.
The illustrations for Yandex Rent depict a black cat named Tucha, who is in his usual surroundings. Tucha climbs out of a box, examines a flower, touches it with his paw, settles comfortably on a warm laptop, and checks the corners of the apartment. These moments highlight the natural behavior of pets and create an atmosphere of comfort and coziness, which makes the content more attractive to users looking for pet-friendly rentals.
The cat in the identity was approved instantly. Each company employs real people who have pets. It's important to remember that our end users are ordinary people who appreciate humor and enjoy funny cat pictures. Using such imagery helps create an emotional connection with the audience and makes the brand more relatable and relatable to customers.
Emma Nizamova is a talented individual known for her contributions to art and culture. Her work attracts attention thanks to its unique style and profound meaning. Emma creates pieces that reflect contemporary trends while maintaining traditional elements. She actively participates in exhibitions and cultural projects, which contributes to the popularity of her work. Getting to know the works of Emma Nizamova allows you to understand the diversity of contemporary art and its influence on society.
Font
Effective brand communications require a unique character and individuality, which is achieved with display fonts. Properly selected typefaces help distinguish a brand, strengthen its visual identity, and make communications more memorable. Using display fonts in design materials creates a harmonious perception and facilitates interaction with the target audience, which in turn strengthens the brand's position in the market.
Yandex took a bold decision by implementing its own font family. However, this is not feasible for everyone, as it requires significant effort to integrate with existing fonts and use them effectively across various products. Unlike graphic design, where one can focus on the details of typefaces, product design is significantly more complex. Interface elements are constantly moving, changing, and re-launching, requiring special attention to typography. Nevertheless, using display fonts has its advantages: they enhance brand memorability and create a unique visual style.
Nadya Kosenkova is a talented specialist in her field. She possesses unique skills and experience that enable her to achieve high results. Nadya actively participates in various projects, demonstrating her creativity and professionalism. Her approach to work is always based on deep analysis and meticulous planning, which contributes to the successful completion of assigned tasks. Through her achievements, Nadya Kosenkova has proven herself to be a reliable and goal-oriented professional, ready for new challenges and opportunities in her field.
Halvar Breitschrift was chosen in conjunction with the main corporate typeface, Yandex Sans. It is a pragmatic sans serif with an expressive, engineered charm. Halvar Breitschrift perfectly complements Yandex Sans, creating a harmonious visual perception and emphasizing the brand's modern style. This font combination provides legibility and a stylish design, making it suitable for a variety of corporate materials and communications.
Project Team
ESH (Electronic Shelf Label) is an electronic price tag used in retail to display Product information. It replaces traditional paper price tags, providing more flexible and efficient price and inventory management. ESH allows for quick price updates in real time, which is especially important in a dynamic market.
The benefits of using electronic price tags include reduced printing and replacement costs for paper price tags, as well as fewer errors when updating prices. Furthermore, ESH can display additional product data, such as stock availability, promotions, and discounts, improving the customer experience.
Integrating ESH into a store management system allows for process automation and increased staff efficiency. The implementation of electronic price tags facilitates more accurate adherence to pricing policies and allows for a quick response to market changes. Thus, ESH is becoming an essential tool for modern retailers seeking to increase competitiveness and improve customer service.
Stefan Laško is an experienced art director with a deep understanding of visual art and design. His professional career spans numerous successful projects, where he applied his creative ideas to create unique visual solutions. Stefan strives for excellence in every project, which allows him to effectively manage creative processes and inspire the design team to achieve high results. Through his innovative approach and attention to detail, he makes a significant contribution to the development of brands and their visual identities. Stefan Laško is a name associated with high-quality and original design.
Nadya Kosenkova is an experienced lead designer and motion designer with significant knowledge in visual design and animation. She specializes in creating unique and engaging user interfaces, as well as developing animation solutions that effectively convey ideas and emotions. Nadya actively uses modern tools and technologies to create high-quality content that aligns with the latest design trends. Her work is distinguished by creativity and attention to detail, making her a valuable specialist in the design industry.
Polina Syrvatka is a professional designer with extensive experience in creating unique visual solutions. Her work is distinguished by its originality and high-quality execution, allowing her to stand out from other design professionals. Polina offers a wide range of services, including graphic design, web design, and brand development. Her goal is to help clients express their individuality and achieve business success through effective visual communications. When collaborating with Polina, you can be assured of a creative approach and attentive attention to each project.
Narek Vatinyan is an experienced project manager specializing in team management and business process optimization. His professional skills include project planning, coordination, and implementation, enabling him to achieve high results in a highly competitive environment. Narek successfully works with various industries, demonstrating flexibility and adaptability in his management approaches. He is focused on achieving goals and improving efficiency, making him a valuable asset to any team.
Ivan Matskevich is an experienced manager with high professional skills. He successfully manages teams and projects, ensuring the achievement of set goals. Ivan actively uses modern management and strategic planning methods, which allows him to effectively organize work processes and increase productivity. His experience and knowledge in management make him a valuable asset to any company.
Ekaterina Rudaya is a copywriter for layouts. She creates unique content that helps visualize ideas and concepts in design. Ekaterina's experience in writing allows her to effectively convey the meaning and atmosphere of projects. Her work is distinguished by attention to detail and a high level of creativity. Ekaterina strives to make each text insert not just an addition to the visuals, but a full-fledged element that enhances the overall perception of the layout.
Yandex Rent is a service that offers users the opportunity to rent various goods and services. The platform presents a variety of offers, including car, real estate, and equipment rentals. A user-friendly interface and multiple filters allow you to quickly find the product or service you need, as well as compare prices and rental terms. Yandex Rent ensures secure transactions, offering users convenient payment methods and the ability to leave reviews. Using this service helps save time and money, as well as access a variety of resources without having to purchase them.
Vladimir Kulikov is an experienced art director with deep knowledge of design and creative project management. His professional work covers a wide range of tasks, including developing visual concepts, leading design teams, and coordinating project work. Thanks to his creative approach and attention to detail, Vladimir successfully implements projects that meet high quality standards and satisfy client needs. His experience and professionalism make him a valuable asset to any team striving to create unique and attractive visual solutions.
Ksenia Boyarkina and Dari Sokolova are professional producers with significant industry experience. Their expertise spans a wide range of projects, including film, television, and digital media. Boyarkina and Sokolova successfully create unique content that resonates with audiences. Their approach to production incorporates attention to detail and a commitment to quality, making them significant figures in the entertainment industry.
Emma Nizamova is a talented illustrator and animation designer specializing in unique visual solutions. Her work is distinguished by its high-quality execution and original style, making her sought-after in the world of graphic design and animation. Emma actively collaborates on various projects, offering innovative approaches to illustration and animation, allowing her to stand out from other professionals in this field.
Oleg Ronzhin and Sasha Volkov are 3D design specialists. Their work covers various aspects of 3D graphics, including modeling, animation, and visualization. Oleg and Sasha have extensive experience and a creative approach, which allows them to create unique and high-quality 3D projects. Their portfolio includes both commercial and artistic work that demonstrates skill and attention to detail. If you're looking for 3D design professionals, Oleg Ronzhin and Sasha Volkov are an excellent choice to bring your creative ideas to life.
Tape Production offers high-quality photography that's perfect for a variety of projects. Our team of professional photographers creates unique images that reflect your personality and style. We specialize in a variety of photography genres, including portraits, events, commercial shoots, and advertising projects. Each photo conveys atmosphere and mood, helping you stand out from the competition. By ordering Tape Production's services, you receive not only a professional approach but also a creative vision that will make your project unforgettable. We guarantee quality and reliability at every stage of our collaboration.
Sergey Osokin is a professional icon designer specializing in the creation of unique and attractive graphic elements. His work is distinguished by its high quality and original style, making it sought after by developers and website owners. Sergey Osokin's icons are suitable for a variety of projects, including mobile apps, websites, and promotional materials. He pays attention to every detail, creating icons that are not only visually appealing but also functional. Sergey Osokin's work helps improve user interfaces and enhance audience engagement.
Tucha the Cat is a unique pet who has won the hearts of many. His soft fur and playful nature make him an ideal family companion. Tucha is inquisitive and active, making him an engaging and engaging companion. This cat not only delights with his presence but also requires proper care and attention.
Tucha the Cat loves playing with toys and exploring the world around him. He gets along well with children and other pets, making him an excellent choice for a close-knit family. Proper nutrition and regular veterinary checkups will ensure your pet's health and longevity.
If you're looking for a loyal companion, Tucha the Cat is an excellent choice. He can bring joy and comfort to your home, and his playful nature will give you a lot of positive emotions. By devoting time to your pet, you will get a faithful friend for many years.
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