Interview about Moscow Ambassadors School Typographic Brand Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2022
Interesting stories are hidden behind every turn of the old streets and it is impossible to associate the City with any one minimal set of recognizable symbols. While studying the city, the future ambassador discovers it anew, like a student discovers a primer at school. For the construction of the identity, a typographic solution was chosen, based on the principle of typographic eclecticism: the Old National script, interspersed with the cursive script and recognizable fonts of the avant-garde artists. The color scheme is laconic-bright red.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe typographic approach for the *School of Ambassadors of Moscow* identity was inspired by the rich cultural and historical layers of Moscow itself. I aimed to create a visual language that speaks to the city's multifaceted nature, where tradition and modernity coexist. By merging Old Russian script with avant-garde elements, I sought to reflect both the historical depth and the dynamic energy of Moscow.### **Development of the Visual Language**The process began with an exploration of Moscow’s history, from its ancient roots to its 20th-century avant-garde movements. The Old Russian script was chosen to evoke the city's deep historical connection, linking it to its roots and rich heritage. This script carries a sense of timelessness, representing the city's long history and its foundational cultural elements.To balance this with Moscow’s forward-thinking, innovative spirit, I incorporated elements from the work of Sergei Chekhov, a prominent Russian avant-garde artist. Chekhov's geometric and modernist influences provided a bridge between the old and the new, capturing the energy of a rapidly evolving city. By combining these elements in the typographic system, I was able to craft an identity that feels both rooted in the past and alive with contemporary energy.### **What It Represents About Moscow’s Cultural Heritage**This typographic eclecticism symbolizes the blend of generations that define Moscow. The city is not just a historical place; it is one that continuously evolves while holding onto its traditions. The juxtaposition of the Old Russian script with the avant-garde fonts mirrors the city’s ability to preserve its cultural identity while embracing modern influences and innovation.The style represents a living, breathing city, where past and present meet to create something entirely new. It speaks to the future generation of city ambassadors—those who will discover, appreciate, and communicate the complex story of Moscow to the world. The combination of old and new typographic styles also resonates with the mission of the *School of Ambassadors*: to teach future ambassadors to translate their personal, local knowledge into global stories that reveal the city in fresh, exciting ways. In essence, the typographic identity isn’t just about visual design; it is about telling the story of Moscow’s rich, diverse cultural heritage, where every corner of the city offers a narrative of the past and the present, all waiting to be shared with the world.
To ensure the *City Ambassadors School* typographic brand identity maintained its impact and legibility across various media, from small items like pens to larger applications, I focused on scalability and clarity while preserving the design's unique character.1. **Simplifying core elements** The key was to identify the primary typographic elements that would work well at various sizes. While the mix of Old Russian script and avant-garde elements was essential to the identity, I ensured the primary typefaces were legible at smaller scales. For items like pens and business cards, I used simplified versions of the typography when necessary, maintaining the essence of the design but improving legibility.2. **Establishing a clear hierarchy** A clear typographic hierarchy helped maintain balance across different sizes. At smaller scales, I reduced the size of bold elements and adjusted text to remain legible without cluttering the design. For larger applications, I could use the full typographic system to showcase more intricate elements, ensuring the identity was expressive and bold.3. **Flexible grid and spacing system** I developed a grid and spacing system that could adapt to various sizes. By defining specific padding and spacing guidelines, I ensured the design would remain balanced and cohesive whether on small business cards or large billboards. This consistency helped maintain clarity and legibility, regardless of the scale.4. **Contrast and color** The bright red color helped ensure visibility, particularly at smaller sizes or when there was visual competition. The red acted as a strong visual anchor in both small and large formats, creating a unified, bold presence across all media.5. **Testing across multiple formats** The design was tested across various applications to check how it scaled from smaller to larger formats. This iterative process allowed for adjustments to typography and spacing, ensuring that the identity maintained its visual strength and readability across all media.In conclusion, by focusing on flexibility, hierarchy, and legibility, I created a design system that remains impactful and clear whether used on small promotional items or large-scale applications.
During my research into Moscow's typographic history, I uncovered several surprising and inspiring discoveries that significantly influenced the design of the *City Ambassadors School* identity.1. **The Evolution of Russian Typography** One of the most intriguing findings was the evolution of Russian typography from the Old Russian script, which was deeply connected to the country’s medieval and religious traditions. These ancient forms are not just visually unique but also carry a sense of history and authenticity. I had not initially realized how such fonts could evoke a deep cultural resonance, and this realization led me to incorporate Old Russian script elements into the design, giving the identity a historical foundation that connects modern Moscow with its past.2. **Avant-Garde Movement’s Influence** Another surprising discovery was how influential the Russian avant-garde movement had been on typographic design. Artists like El Lissitzky and Vladimir Mayakovsky used bold, geometric letterforms and innovative approaches to typography to challenge traditional visual languages. This influence felt very much in line with the modern, dynamic energy of Moscow today. The idea of merging these avant-garde elements with the more traditional Old Russian script created a compelling contrast that spoke to the city's blend of historical depth and contemporary vibrancy.3. **The Connection Between Typography and Russian Identity** I also found that typography in Russia has always been closely tied to the national identity, particularly in the way fonts were used during different political and cultural periods. From Imperial Russia’s formal typefaces to Soviet-era modernism, each era had a distinct typographic language. This helped me understand that typographic choices are not only aesthetic but also culturally significant. Incorporating fonts inspired by these historical periods into the *City Ambassadors School* identity allowed me to tap into Moscow’s layered history, blending the city’s past with its present in a meaningful way.4. **The Role of Handwritten and Cursive Fonts** Lastly, the influence of handwritten and cursive fonts, which were prominent in the Russian literary tradition, was a surprise discovery. These fonts bring a personal, human touch to the design, suggesting that the city itself is something to be explored and personally experienced, much like how an ambassador would convey personal knowledge about Moscow. Integrating cursive elements added an element of warmth and individuality to the identity, balancing the more rigid, formal aspects of the Old Russian script and avant-garde fonts.Incorporating these elements allowed me to create a typographic identity that speaks not just to Moscow’s visual history but to its spirit—a city that is rich in tradition yet always evolving. The combination of historical fonts with avant-garde influences mirrors Moscow’s unique place in both Russian and global culture.
The choice of a bold red color scheme for the *City Ambassadors School* typographic brand identity was a deliberate decision, rooted in Moscow's cultural and historical significance, as well as its role as a vibrant, contemporary metropolis.1. **Historical and Cultural Significance** Red has long been an important color in Russia, carrying deep cultural and political associations. Historically, red was seen as the color of power and prestige, often linked to imperial Russia and the Soviet era. It’s also associated with Russian folk art, where the color was used to symbolize beauty, warmth, and vitality. By using red, I connected the brand identity with Russia's rich cultural legacy, signaling that the *City Ambassadors School* is both grounded in tradition and has the authority to educate others about the city’s multifaceted history.2. **Symbolism of Red in Moscow** Moscow, as the capital of Russia, has a long-standing connection to red, particularly through its famous Red Square and the Kremlin’s red walls. This color is not just about politics, but about identity—red symbolizes Moscow itself in many ways, representing strength, visibility, and recognition. I chose this palette to root the identity firmly in Moscow’s visual language, ensuring that the identity would be instantly recognizable and deeply connected to the city.3. **Vibrancy and Energy** Red is also a color of energy and dynamism. Moscow is a city that never stops evolving, where old meets new and history blends with modernity. The bold red color enhances the storytelling by communicating the city's vibrancy and constant forward momentum. It speaks to the ambition of the *City Ambassadors School*—the desire to spark curiosity, inspire exploration, and engage the people who will help tell Moscow’s stories to the world.4. **Contrast and Legibility** On a practical level, red also enhances the design’s clarity and legibility, especially in public-facing materials. Its contrast against neutral backgrounds ensures that the identity stands out across all media formats. Whether used on large-scale outdoor signage or small promotional materials, red ensures that the identity is bold, eye-catching, and accessible.5. **Embodying Moscow’s Diverse Character** Moscow’s character is multifaceted—historic yet modern, grand yet intimate—and red embodies that duality. It’s a color that resonates with both the traditional and the contemporary. Through this color palette, I was able to convey the depth of Moscow’s character: a city that, while rooted in its history, is continually reinventing itself, full of stories waiting to be discovered.In essence, the red color scheme enhances the storytelling aspect by not only evoking Moscow’s rich past but also representing its vibrant present and future. It visually unites the design and ensures the identity feels both authoritative and accessible, while also aligning with the dynamic spirit of the city itself.
The most challenging aspect of developing the *City Ambassadors School* typographic brand identity was striking the right balance between traditional Russian script elements and modern design principles, creating a cohesive and functional system.1. **Harmonizing Historical and Modern Styles** The first challenge was combining the intricate, ornate nature of the Old Russian script with the clean, minimalistic lines of modern design. Traditional scripts are often more elaborate and decorative, while modern design principles prioritize simplicity and legibility. Finding a way to integrate these two elements without sacrificing either the heritage of the typography or the functionality of the design required thoughtful adjustments, such as simplifying certain letterforms and creating a flexible typographic system that could adapt to different contexts.2. **Maintaining Legibility** Old Russian script, while rich in history, can be difficult to read in small sizes or digital formats. Ensuring that the typography remained legible across various media, from printed materials to digital screens, was a significant challenge. I had to carefully refine the stroke thicknesses, spacing, and letterforms to maintain legibility without losing the essence of the traditional script. This was particularly tricky when combining it with more contemporary, geometric fonts.3. **Creating a Unified Visual Language** The integration of avant-garde influences, such as the work of Sergei Chekhov, added another layer of complexity. The bold, geometric shapes of the avant-garde fonts had to align with the fluid, historical nature of the Old Russian script. The goal was to ensure that both elements complemented each other, creating a unified visual language that felt cohesive and relevant to modern audiences while honoring Moscow’s historical roots. This required a careful selection of typographic forms that balanced the boldness of the avant-garde with the elegance of the Old Russian script.4. **Cultural Sensitivity** Another challenge was ensuring that the typographic blend accurately represented Moscow’s diverse character. While I wanted to pay homage to Russia’s rich typographic history, it was crucial to create a design that felt inclusive and forward-thinking. The typographic choices had to resonate with both local Muscovites and global visitors, conveying Moscow as a city that is both steeped in tradition and constantly evolving.Through experimentation and iteration, I was able to create a typographic identity that merges the old and the new in a harmonious way. The result is a balanced system that honors Moscow's heritage while embracing contemporary design principles, making it both culturally significant and visually impactful.
Navigating the dual requirements of creating a practical wayfinding system and an artistic expression for the *City Ambassadors School* typographic brand identity involved carefully balancing functionality with aesthetic appeal, all while staying true to the project's educational mission.1. **Clear Communication Through Typography** The primary goal was to ensure that the typography was legible and intuitive for a wide audience, serving as an effective wayfinding tool. To achieve this, I focused on creating a typographic system that was not only visually striking but also functional in guiding visitors through the various educational spaces of the school. While the traditional Russian script and avant-garde elements introduced complexity, I paid special attention to readability and scale, ensuring that each letterform and symbol was clear and easy to navigate in both small and large formats.2. **Strategic Use of Contrast** One of the key strategies was using strong contrast between the traditional and modern elements to help distinguish different types of information. For instance, the more complex Old Russian script could be used for headlines or key educational concepts, while the cleaner, more geometric typefaces were applied to signage and directional elements. This helped maintain visual interest while ensuring that information was easy to find and interpret, supporting the practical purpose of wayfinding without sacrificing the artistic integrity of the identity.3. **Balancing Aesthetic Appeal with Functionality** Maintaining the artistic expression of the identity was crucial to convey the cultural richness and dynamic nature of Moscow. The typographic system was designed to reflect the city’s historic and avant-garde influences, and I carefully considered how the typography could enhance the educational experience. The system was not just about navigation—it also needed to communicate Moscow’s identity and the city’s vibrant, diverse history. To do this, I incorporated subtle, creative flourishes in the typography that conveyed a sense of discovery and exploration, aligning with the educational mission of the *City Ambassadors School*.4. **Focus on the Educational Mission** Throughout the design process, I kept the educational mission at the forefront by ensuring that the typography was engaging and thought-provoking, sparking curiosity about Moscow’s history and culture. The system was crafted to not only guide visitors through the physical space but also to immerse them in Moscow’s rich heritage and vibrant contemporary culture. By creating a visually appealing and functional identity, I aimed to engage visitors in an ongoing learning process, making the wayfinding system not just a tool, but also an expression of the city’s cultural education.In conclusion, the balance between practicality and artistic expression was achieved by carefully integrating the educational goals with clear, functional design elements. This ensured the *City Ambassadors School* identity was both a practical guide and an inspiring artistic representation of Moscow’s diverse character.
Collaborating with Leonid Slavin and Dmitry Chernogaev on the *City Ambassadors School Typographic Brand Identity* brought a blend of academic rigor, practical insight, and creative vision that deeply influenced the final design outcome.1. **Insight from Leonid Slavin's Expertise** Leonid's deep understanding of art direction and design theory, particularly his focus on visual storytelling and the integration of cultural elements into design, was crucial. His guidance helped ensure that the identity not only reflected Moscow’s heritage but also communicated the broader educational mission. Leonid’s experience in balancing conceptual depth with visual clarity pushed me to refine the typographic choices further, ensuring that the design was both historically rich and relevant to contemporary audiences. His perspective encouraged me to think about how each design element could tell a story about Moscow, rather than simply serving a functional role.2. **Practical Guidance from Dmitry Chernogaev** Dmitry brought a more practical, user-centered approach to the table. As a curator, he was concerned with how the design would interact with the audience in real-world contexts, such as signage and wayfinding systems. His input helped me maintain a focus on usability, ensuring that the typography was legible and intuitive for visitors navigating the physical spaces. Dmitry also emphasized the need for the design to serve the school’s educational objectives, ensuring the identity didn’t just look artistic but functioned effectively as a tool for learning.3. **Balancing Conceptual and Functional Design** The collaboration between Leonid and Dmitry highlighted the importance of balancing artistic innovation with practical application. Leonid’s push for creative risk-taking and Dmitry’s emphasis on functionality led to a design that was visually striking while still being easily readable and accessible. This dynamic allowed me to experiment with combining traditional and modern typography in ways that respected Moscow’s cultural identity while ensuring the final design was effective for its intended purpose—educating and guiding visitors.4. **Incorporating Diverse Perspectives** The diverse perspectives from both Leonid and Dmitry enriched the creative process, leading to a design that was not only artistically bold but also deeply rooted in its educational context. Their feedback and collaboration kept me grounded in the project’s core mission: to educate people about Moscow’s diverse cultural heritage. The result was a typographic identity that communicated both the city’s history and its modern spirit, ensuring that the *City Ambassadors School* identity would inspire and engage visitors.Overall, the dynamic collaboration brought out the best aspects of both the artistic and functional sides of the project, leading to a final design that was both conceptually rich and practically effective in communicating the educational goals of the *City Ambassadors School*.
Earning the Silver A' Design Award for the *City Ambassadors School Typographic Brand Identity* has been a transformative experience, deeply influencing my approach to cultural storytelling through typography.1. **Increased Confidence in Blending Tradition and Innovation** The recognition has reinforced my belief in the power of blending historical and modern design elements. This award validated my approach of combining traditional Russian script with avant-garde influences to tell a contemporary story. It highlighted the importance of balancing cultural heritage with modern design principles, encouraging me to continue exploring this dynamic in future projects.2. **Global Recognition of Cultural Narrative** Receiving international acknowledgment also emphasized the value of cultural storytelling in design. Typography, as a visual language, is a powerful tool for expressing cultural identity, and the award has given me the confidence to explore more diverse cultural narratives in my work. It has encouraged me to think more globally and consider how different typographic styles can help bridge cultural gaps, making local stories resonate with a wider audience.3. **Refining Design with Purpose** The award reinforced the significance of purpose-driven design. The *City Ambassadors School* project was more than just about aesthetic appeal; it was about conveying Moscow’s rich heritage and contemporary spirit through a cohesive typographic identity. This recognition has motivated me to continue designing with a deeper understanding of how each project can serve a greater cultural or educational purpose, beyond visual appeal.4. **Enhanced Focus on Contextual Relevance** With this acknowledgment, I’ve been reminded of the importance of considering the context in which a design will live. The typographic identity was created with the specific aim of guiding and educating visitors, and this international recognition has reinforced the need to create design solutions that are not only visually compelling but also contextually relevant and impactful. It’s encouraged me to further consider how typography can shape experiences and communicate stories in meaningful ways.5. **Inspiring Future Projects** The award has also inspired me to continue pushing the boundaries of cultural storytelling through typography. It’s motivated me to explore new ways of combining typographic traditions with cutting-edge design techniques, always aiming to create identities that are visually striking, culturally meaningful, and contextually appropriate.In summary, the Silver A' Design Award has had a profound impact on my approach to cultural storytelling through typography. It has affirmed my belief in the power of design to convey rich cultural narratives and encouraged me to continue exploring the intersection of tradition, innovation, and meaningful communication in my future work.
The evolution of the *City Ambassadors School Typographic Brand Identity* from concept to completion significantly shaped my growth as a designer in several key areas:1. **Exploring the Intersection of Tradition and Modernity** One of the most defining aspects of this project was the challenge of merging traditional Russian script with modern typographic principles. It pushed me to expand my creative boundaries and explore how historical design elements could be reinterpreted for contemporary use. This balance between past and present expanded my understanding of typography, teaching me how to respect tradition while making it relevant for modern audiences.2. **Embracing Typographic Eclecticism** The decision to integrate diverse typographic influences—from Old Russian script to avant-garde fonts—was both bold and challenging. This eclectic approach pushed me to think more creatively and experiment with contrasting styles, leading to a deeper understanding of how different typographic forms can interact harmoniously. It taught me the importance of flexibility and adaptability in design, as well as how to blend seemingly disparate elements into a cohesive system.3. **Prioritizing Legibility and Functionality** The design process also sharpened my focus on legibility and practical application. While it was tempting to focus solely on aesthetic elements, I had to continuously remind myself that the design needed to function in a variety of real-world contexts, such as signage and wayfinding. This focus on usability helped me refine my technical skills and approach design from a more holistic, user-centered perspective.4. **Refining My Collaborative Process** Collaborating with experts like Leonid Slavin and Dmitry Chernogaev was a crucial learning experience. Their feedback helped me refine my ideas, offering new perspectives that I had not considered. Working with them taught me the importance of collaboration in design, showing me how diverse viewpoints can enrich a project and result in a more thoughtful, well-rounded outcome.5. **Developing Conceptual Thinking** Throughout the project, I developed a deeper appreciation for the role of conceptual thinking in design. The *City Ambassadors School* identity was not just about creating something visually appealing—it was about telling a story, evoking emotion, and creating a connection between the viewer and the city. This project challenged me to think beyond visual aesthetics and consider the broader narrative that my design needed to communicate, enhancing my ability to craft designs with deeper meaning.6. **Adapting to Real-World Constraints** Finally, working on a public-facing identity system for an educational initiative brought with it a unique set of constraints, such as scalability and adaptability across various media. These constraints forced me to think practically about how my designs would be implemented in the real world, teaching me to create versatile systems that can be applied effectively in both large and small formats.In conclusion, the *City Ambassadors School Typographic Brand Identity* was a transformative project for me as a designer. It honed my skills in blending traditional and modern design elements, improved my ability to create legible systems, and deepened my understanding of how to tell compelling, culturally resonant stories through typography. The process not only shaped my technical abilities but also expanded my creative and conceptual thinking, marking a significant growth in my design journey.
My extensive experience in B2B design significantly influenced the strategic decisions made during the creation of the *City Ambassadors School Typographic Brand Identity*, particularly in terms of clarity, functionality, and audience engagement.1. **Emphasis on Clear Communication** In B2B design, clarity and precision are paramount because the primary goal is often to communicate information effectively to a professional audience. This experience helped me ensure that the typography in the *City Ambassadors School* identity would be immediately understandable, legible, and navigable. I applied the same principles of clear communication to this educational context, where the goal was not only to create an engaging visual identity but also to ensure that it served a functional role in wayfinding and educational signage. The focus on legibility and straightforward messaging came from my B2B work, where clients often rely on graphic design to deliver clear, actionable messages.2. **Strategic Use of Brand Identity** In B2B, brand identities often need to convey professionalism and trust while aligning with a company’s strategic goals. For the *City Ambassadors School*, I applied similar thinking: the identity needed to reflect the school’s mission of educating and guiding visitors while evoking Moscow’s rich cultural history. My B2B background taught me to think strategically about how design can support broader business goals, and this perspective helped ensure that the identity would resonate with both the internal educational community and external audiences, driving engagement and curiosity about Moscow.3. **Understanding the Target Audience** B2B design often involves understanding the specific needs of diverse stakeholders, from executives to operational teams. In the case of the *City Ambassadors School*, the audience ranged from local visitors to international tourists and students. My experience working with various target demographics in B2B design taught me to tailor the visual identity to be universally accessible, ensuring that the typographic design would work across different age groups and cultural backgrounds. The challenge was to make the identity appealing and effective for both the educators involved and the visitors discovering Moscow’s cultural offerings.4. **Balancing Aesthetic and Practical Considerations** In B2B projects, balancing aesthetics with functionality is crucial. For the *City Ambassadors School*, my experience in B2B design helped me make strategic decisions about the versatility of the identity system. I needed to create a design that was not only visually appealing but also scalable across various media—from small digital assets to large-scale outdoor signage. This required a system that could adapt to different formats while retaining its visual impact, which is a critical consideration in B2B design where brand consistency across touchpoints is key.5. **Collaborative Approach and Stakeholder Management** B2B design often involves collaborating with various stakeholders, such as marketing teams, clients, and other departments. This experience helped me navigate the collaborative process for the *City Ambassadors School*, where input from educators, curators, and cultural experts shaped the design direction. My background in managing diverse stakeholder expectations allowed me to balance the artistic, educational, and functional requirements of the project, ensuring that the design met both strategic and creative goals.In conclusion, my B2B design experience provided a strong foundation for strategic thinking, audience understanding, and functional design in the *City Ambassadors School Typographic Brand Identity* project. The lessons learned from creating clear, versatile, and audience-focused designs in the business world were directly applicable in this educational context, helping me create an identity that was both impactful and practical.
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