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Implementing business strategies through branding and design


What we do? The key competence areas of ArtGraphics.ru studio are comprehensive branding and rebranding projects which include development of the brand name, logo and identity. We are also ready to offer our clients any individual services they may require, such as: creating a name, devising a positioning slogan, or designing a logotype, corporate identity, calendar, imaging booklet, product catalogue or package.

How we work? Before commencing a project we thoroughly analyze the market and try to obtain as much information as possible about the industry in question, the consumers, and the competition. After that we determine the individuality of the brand or the company and investigate the opportunities that exist for its further positioning. When developing the platform of a brand and its basic values, in cooperation with the clients we set forth the basic strategic message to the target audience and translate it to the outer world using branding, design and communication instruments.

Where we are the leaders? We have one of the best portfolios in Russia in the areas of corporate branding, corporate identity, logotypes, trademarks and naming. We are among the top five Russian design studios in the area of corporate identity development. You can easily verify this for yourself; just look at the results of Russian contests for the best corporate identity and glance through the catalogues of the best examples of corporate identities.

5 reasons to work with us:

2. Respect It would not be an overstatement to say that we respect every client, whether it is a global corporation with a billion dollar turnover or a small, recently-formed regional company. Each order we take is equally important to us. You can be sure that we will treat your project as the most important we have and will strive to ensure the best possible result. Even after the client has approved the proposed solution we sometimes find an opportunity to make the project even better.

3. The Vision We think strategically and work in an honest and straightforward way. If we do not believe in a client’s project or business we will not undertake it no matter how high the fee and we will honestly explain why. Most of our clients recommend us to their friends and return with new projects. The client’s success in business (part of which is due to branding or design projects) is much more important to us than demonstrating our creativity to the design community. Nevertheless many of our works find their place in prestigious international and Russian catalogues as well as in short lists and among the prize-winners of specialized competitions and festivals.

4. Knowledge We publish Identity Magazine – the only professional magazine about branding and design in Russia. Due to this we occupy a unique market position and have the opportunity to receive information directly from the world’s leading branding agencies, such as Landor, Wolff Olins, Lexicon, Cato Purnell Partners, Pentagram, Lippincott and other great and experienced companies. We organize and hold a unique international contest “Identity: Best of the Best”, which helps us to find out about young talent from all over the world and about the freshest ideas in branding, design and communications. As the sponsor of HiBrand – the best Russian conference on branding, we introduce the know-how, experience and knowledge of the world’s leaders in branding.

1. Experience We have been working in this market since the year 2000 and during this time we have gained unique experience of developing branding projects for virtually any industry, including: the extracting and manufacturing industry, the energy sector, professional services, development, hi-tech, consumer goods, pharmaceuticals, telecommunications, construction, non-profit organizations, holdings and management companies, finance, consulting etc. Working with these new industries and collaborating with new clients, who are usually wise and vigorous businessmen or proficient marketing directors, greatly enriches our experience. As a result, our work is constantly improving, not only from year to year, but also from project to project.

5. Passion We love our work and are passionate about it. Perhaps if our work was unpaid and we had other sources of income we would do it for free. We believe that our love of the profession and our desire to obtain and develop new skills make ArtGraphics.ru the best creative partner and the best brand consulting and design agency for your company.

Would you like to work with us? We look forward to receiving your phone call or e-mail +7 (495) 987-3807, +7 (495) 761-6272 info@artgraphics.ru


CORPORATE IDENTITY ÂŤAs designers we visualize the strategy. We must find the opportunities to interconnect what the company does and what is to be projected to the outer world. We should create brands which will live, not brands to survive. We should remember that brand environment is constantly changing. Accordingly, brand graphics must be dynamic tooÂť Ken Cato the guru of design and identity, the founder and Chairman of the board of Cato Purnell Partners (Australia)


Client: Unimilk Project: Identity development

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n 2007, Unimilk, one of the leading companies in the Russian dairy products industry, decided that it needed rebranding. The company asked АrtGraphics.ru to correct the logo and develop a corporate identity. It was necessary to create a feeling of freshness, which in this market is associated with the quality of the products, and ensure that the promotional materials were inexpensive and easily produced. One of the identity concepts that we proposed and that was eventually adopted was called “strokes”. These expressive images, which resemble artless drawings of a child and the signature of a person who certifies the quality of a product, create the feeling of freshness, space and freedom. The technique of the strokes makes this style unique and the expandability due to their natural diversity ensures easy integration of the company’s new corporate identity into any communications, appealing to the mind and to emotions at the same time.

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Client: “Kurier Correct” Project: logo and corporate identity development, graphics for the company’s transportation vehicles, package and printing products design

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n 2007, the international courier service “Kurier Correct” asked ArtGraphics.ru to design a new logo and a comprehensive corporate identity, which had to include about 40 different media. The previous logo of the company contained an image of a dove. In the new logo the dove was modernized and became more agile, while the mark was supported by a unique typeface solution developed by ArtGraphics.ru especially for this project. The heart of the new corporate identity was a system of variable graphics stylized to different kinds of transportation vehicles used in the delivery business. The result was a new generation identity – live, varying, recognizable and very noticeable. In 2007, Mr. S.I. Serov, the guru of Russian design, included this corporate identity in his Top-25 of the best design projects of the year.

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Client: “Aqua Vision” Project: logo and corporate identity development, design of a presentation booklet

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n 2004, Aqua Vision decided to build Europe’s largest juice and beverage producing plant in the Istra district of the Moscow region. Aqua Vision’s corporate identity was expected to correctly represent the company to different audiences (officials, news media, business partners and the staff) and assist in obtaining the permit for land allocation and construction of the plant. The blue drop in the mark symbolizes the uniqueness of water used in the production. The green leaf is the symbol of the natural ingredients that are used in the company’s products. These two symbols intersect and form a new drop and a heart-shaped figure, thus symbolizing that Aqua Vision products are designed to promote health. The corporate identity creates the impression of lightness, naturalness and purity. In 2006, the Aqua Vision logo was included in the prestigious American catalogue LogoLounge 3, which represented 2000 of the best marks and logos from all over the world selected by a panel of international judges. In July 2007, Aqua Vision was purchased by Coca-Cola. This take-over brought the investors about 60 million euros.

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Client: Real estate company “Pravovoi Centr Zhilya”

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ounded in 1996 as a small real estate company, by the end of 2003 “Pravovoi Centr Zhilya" had become one of Moscow’s largest investment companies, occupying about 10% of the construction investment market. In 2004, the company decided to carry out a rebranding. The ArtGraphics.ru studio proposed “kvartira.ru” as the name and a new positioning slogan: “We build for Project: rebranding – developall of Russia", which reflected the size of the company and its socially responsible activity – conment of a new name, a positionstruction of affordable housing. The shield-shaped mark communicates the idea of reliability and ing slogan, a logo and corporate identity, design of the uniform and the silhouette of a swallow suggests the idea of happiness brought by moving into a new house. According to the company’s president Dmitry Korobov, “the new brand positions the company as the graphics for the company’s transportation vehicles, design of one of the leading players in the real estate market – a company that expertly develops complex investment and construction projects throughout Russia and the CIS countries.” the calendar and a presentation booklet

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Client: Activedge Project: development of the corporate identity, brand consulting

ctivedge is an international hedge fund (a private investment partnership with a free investment strategy in exchange markets). The company operates in the markets of Europe, Asia, Australia, Russia and the USA. The fund’s target audience consists of professional investors such as banks, pension capital funds, investment companies and large private investors. At the time the fund was created there were about 3500 similar organizations in the world with total controlled assets of about 1 trillion US dollars. The fund’s corporate identity evokes a sensation of calmness and assuredness, but at the same time it gives a feeling of potent energy and high professionalism. The logo of Activedge is made of several arrows placed along an active diagonal. Its shell shape symbolizes the growth of savings and the transformation of a small grain of sand into a pearl.

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Client: “nstalsite” he largest telecom operators entrust Instalsite with developing and maintaining their network Project: design of logo and corpoinfrastructure. In 2005, the company turned 9 years old and because of growing competition rate identity it decided to change its visual image completely. The challenge was to develop a bright and noticeable corporate identity without any hint at a connection with the largest cell phone operators and the groups “Alfa” and “Sistema”. Since the telecom operators had already used nearly all of the most interesting colours, for Instalsite we created special pixelated graphics which had quite a fresh and unique look thanks to the smooth and unpredictable colour transitions of 24 corporate hues. At the same time this look reflected the company’s innovative nature and referred to digital technologies. In 2006 this project by ArtGraphics.ru was included in the short-list of the Moscow International Festival of Advertising and won the PROFI award.

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Client: Akku-Vertrieb kku-Vertrieb is the Russian authorized agent of Exide Technologies – the world’s leading manuProject: development of logo and facturer of industrial accumulators. ArtGraphics.ru designed a new logo, a corporate identity corporate identity, organizing the and a series of posters for this company. A straight line as a symbol of direct current and a promise product range photo session, de- of failure-free operation is represented in the mark using different line thicknesses and colour hues sign of a series of posters which symbolize different industries. The mark represents a letter “A” formed by a plus and a minus sign – the unofficial symbols of the accumulators. The unique typeface solution has roundedged letter shapes repeated in the mark, which suggests the company’s flexibility and its state-ofthe-art nature. The exhibition posters of Akku-Vertrieb feature clean lines, colours and shapes. They look peaceful, self-confident and professional, and inspire trust and respect for the company and its products.

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BRAND IDENTITY “I believe that design by itself is the main reason for the emotional affection (or disaffection) for a commodity, a service or an event. Design, as I see it, is beyond doubt the first indicator of whether the commodity, the service or the event is outstanding or not.� Tom Peters, management guru


Client: Russian office of “Jadran Galenski Laboratory” (Croatia) Project: visual identity of the Aqua Maris brand, events design, promotional campaign in the mass media, promotional gifts design

qua Maris – is a nasal spray made with water from the Adriatic Sea, the cleanest sea in the world. Jadran was the first company to offer such a product in the Russian market, but then several larger competitors became aware of the profitability of this product and responded with similar offers. Jadran began losing its market share. It was necessary to confirm the company’s leadership in this strategically important segment and ensure a synergetic effect of all its promotional communications with the help of a recognizable visual identity. The new style of the Aqua Maris brand developed by ArtGraphics.ru emphasizes the main quality of the product. The 3D objects made of water draw the attention of the target audience, while the diversity of these objects allows the brand to be recognizable but still different, and makes it possible to fine-tune advertising messages.

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Client: Russian office of “Jadran Galenski Laboratory” (Croatia) Project: visual identity of the Lactogin brand, promotional campaign in the media, print material design, promotional gifts, exhibition design, designer support of promotional activities

actogin is an excellent product which naturally enhances the development of microflora in the female body. It was necessary to create a visual identity which would communicate the brand’s competitive advantages to the target audience and ensure the synergy of all the promotional communications. Specially selected images of women of different ages, and the soft colours of the brand style reflect the feminine theme and the naturalness of the product, while the graphics used in the style emphasize the natural increase of the quantity of the bacteria, which is beneficial to a woman’s body. Especially for this project we held a model casting, selected the material, tailored the clothes and organized a studio photo session. The new visual identity of the Lactogin brand communicated by means of a promotional campaign in the mass media was favourably accepted by the target audience.

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Client: Greenpeace Russia Project: design of the Greenpeace logo for the federal project “Let’s Revive Our Forest” carried out as a part of Greenpeace’s forest protection campaign

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he reforestation movement dates back to the 19th century. The participants of the project “Let’s Revive Our Forest” keep up these historic traditions. ArtGraphics.ru has created a bright and recognizable symbol for the project – the well known shape of the map of Russia stylized to form the head of a strong and spreading tree. The project began in 2002. At that time only a few schools in the oblasts of Ryazan, Tula and Orel responded to the Greenpeace call, and in spring the schoolchildren took watering pots and shovels and went into their schoolyards to create their first forest nurseries. In 2004, the logo of the project “Let’s Revive Our Forest” won the bronze medal in the all-Russia trademark competition “Golden Flea”. In 2007, as many as 198 schools and boarding schools from the oblasts of Ryazan, Tula, Belgorod, Lipetsk, Orel, Moscow and the city of Moscow were participating in the project. The project has been in progress for six years in a row and is one of the most successful initiatives of Greenpeace Russia.

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Client: “Zarechie” Project: development of a logo and corporate identity for a new service brand, outdoor advertisement of various collections of office furniture

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he furniture factory “Zarechie” (Tyumen) manufactures and sells furniture for living rooms, bedrooms, children's rooms, and halls, as well as walk-in closets and office furniture. In order to assist in selling office furniture, in 2007 the factory created a new brand calledOFIS+ and asked ArtGraphics.ru to develop its visual identity. Taking into account the requirement to address different target audiences, the broad range of products, and the necessity to ensure the synergy of the communications, ArtGraphics.ru created an expandable modular stylistic solution. The logo consists of five squares and can be transformed into eye-catching advertisement images – a greaterthan sign, career ladder etc. This enables the messages to be fine-tuned for the target audiences, allows the presentation of the furniture collections to be varied, and effectively integrates the style into promotional campaigns.

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Client: Identity magazine Project: development of the brand (including concept, name, logo, corporate identity and communication strategy) for Russia’s largest international conference on branding

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he name of the conference is a play on words; it has two meanings: 1) HiBrand sounds similar to HiEnd and means the top level of branding; 2) it sounds like a greeting, which is an idea that is reflected in the mark of the conference – an open palm. HiBrand 2007 was attended by 300 delegates from 11 countries. The speakers included top managers of the world’s best brand consulting agencies: Landor Associates, Enterprise IG, Identica, MetaDesign, Cato Purnell Partners, Dragon Rouge, Total Identity, Interbrand Zintzmeyer & Lux, Lippincott Mercer, Identityworks, Wolff Olins, Attik and FutureBrand. The leading advertisement portal AdMe wrote: “HiBrand 2007 was, to say the least, a mega event both in its scale and significance”. In 2007, the corporate identity of the conference HiBrand 2007 took the first place in one of the Index Design top ratings. In December 2007, HiBrand 2007 was awarded the first prize in a competition held by “Marketing Management” magazine, and it was recognized as the “Best Conference in Russia in 2007”.

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Client: “New Telecommunications” Project: development of a new national brand for telecommunication services using WiMax technology

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he “New Telecommunications” company is one of the oldest telecom operators in Russia, offering services based on WiMax technology. In 2007, ArtGraphics.ru created the name Nex3, which communicates the innovative nature of the services and the convergence of three kinds of data traffic: television, telephony and the Internet. The name contains a number which is a readable part of the word: “Nexthree”. This word is very mobile, stylish and legally flawless. It successfully attracts its target audience – progressive young men who keep abreast of new technologies. The Nex3 corporate identity, built on agile and variable graphics, facilitates desirable positioning of the brand. Today Nex3 is actively entering the markets of Central Russia, the Volga region, and Siberia.

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Client: ArtGraphics.ru studio Project: creating a magazine about branding and design – development of the concept, positioning, name, design and communication strategy

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dentity is the first magazine in Russia and the world to specialize in branding and commercial design. Just after releasing the very first issue, Identity magazine was described as having “The Advertisement and Marketing Debut of the Year”. Since 2006, Identity has been a member of ICOGRADA Design Media Network, which unites the world’s best 27 magazines on design. Since 2006 the magazine has held the international contest “Identity: Best of the Best” during which it invites the leading experts in branding and design to Russia. In 2007, Identity and the ArtGraphics.ru studio held the conference HiBrand 2007, which was recognized as the “Best Conference in Russia in 2007". Since 2007 the magazine has been published in Russian and English and it is available in the West. Identity is published quarterly by the experts of ArtGraphics.ru. Igor Mann, the cofounder of the publishing house “Mann-Ivanov-Ferber” advises: “Identity is one of the few magazines which are interesting to read from cover to cover. Among the trade press it is a rare example of a good combination of useful and high-quality content. I advise all the marketing experts who want to advance their professional development to read Identity and absorb its new ideas”.

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CREATIVE COMMUNICATIONS “Real creativity involves development of something that is not only new, but also emotionally attractive. We should always remember that we work in marketing and we should try to use the emotional power of design to communicate with the market.� Walter Landor one of the pioneers of branding, the founder of Landor Associates


Client: “Optimal Communications” Project: expansion of the corporate identity, development of the creative concept and design of the corporate exhibition stand, a promotional campaign

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n 2003, ArtGraphics.ru created the logo and the corporate identity for the company “Optimal Communications”. Five years later the company had grown considerably and the industry exhibitions required a new effective communication strategy and expansion of the corporate identity. For the CSTB exhibition held in February 2008, ArtGraphics.ru created a new creative concept based on the corporate image character, a cute little dog, which communicates with the target audience of local and regional telecommunication providers. "Be the first to build the network and earn a sausage", “Stake out a claim to the territory” and other graffiti signatures catching the eye of visitors to the exhibition were accompanied by modified but still recognizable pictures of the mischievous little dog. The stand became the star of the exhibition and the dog attracted lots of attention: 80% of the target audience liked it.

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Client: “Kurier Correct” : design of a loose-leaf pin-up calendar

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his exclusive calendar was one of several dozens of corporate identity elements but it was not based on the corporate graphics. The theme of the calendar was suggested by the company’s logo – we decided to refer to the influence of pigeons on the march of history. Since ancient times people have used pigeons to deliver important messages. The twelve pages of the calendar illustrate different stories, from ancient Egypt to modern times. We chose a special collage technique which allowed us to make the pages of the calendar unique. They look good from a distance and remain visually interesting on closer inspection. Each page is an inimitable mosaic made of pieces of advertisement modules. Almost the whole studio worked on this project, which took more than one thousand man-hours of painstaking work, during which we cut up about 200 magazines and catalogues in order to create the collages.

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Client: Beverage plant “Ochakovo” Project: design of an unconventional quarterly calendar

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he challenge was to use an interesting idea to show dealers and wholesale customers the diversity of Ochakovo products. The headline “What shall we do tonight?" created by ArtGraphics.ru articulates the problem of choosing how to spend free time. In each specific case a certain product made by “Ochakovo” is the answer. Some of the proposed answers hidden under the rotating disc, which alludes to the well-known “spin the bottle” game, include: “go to the sauna” (the answer is beer), “throw a party” (cocktail), "play with the kids” (lemonade) etc. The client liked the calendar, but did not accept it because it was too bold and somewhat more expensive to manufacture than the typical variant. At the end of 2005, the calendar was a finalist for the PROFI marketing and advertisement award in the category “Unaccepted creative works”. The judges were top marketing experts from 40 of the largest Russian advertising spenders.

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Client: Group of companies “Sevmorput–Kapital” Project: design of a loose-leaf pin-up calendar “Mysteries of the Arctic”

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he theme of the calendar was suggested by a hobby of the client company’s management – the study of the history of the Russian North. ArtGraphics.ru designed a few concepts for the calendar, including a stylized old legend, and based these on materials of long-term scientific research and exploratory expeditions to the Arctic and the polar region. Because the materials were exceptionally rare and were in great demand, they were given to the studio only for two days. During this short time we had to carry out an enormous task – to select and digitize about 600 images. To ensure precise matching of the concept we invented a special typeface, and the visual system was based on an ancient book made up of elements from several 18th century folios. The result was a piece of art that was completely integrated in style and content, a perfect combination of literature, graphic art and science.

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Client: Anset-EI Project: design of a series of quarterly calendars

nset-EI is one of the leaders in the market of spare parts for tractors and tree harvesting machines. The audience of the company includes the directors and purchasing managers of logging enterprises located in the northern regions of Russia, such as the oblasts of Karelia and Arkhangelsk. The natural environment of the region and the harvesting work are only suitable for rugged men who are devoid of sentimentality and enjoy simple, manly pleasures – strong drink, hunting, fishing, the Russian bath, and women. One of the calendars shows the process of fishing, another shows scenes from a Russian bath house and offers advice on what to do in the steam room. The third calendar has a wheel that can be rotated to show images of wild animals. These calendars, so unlike the primitive promotional products of the company’s competitors, were a great success among the visitors to the largest industry exhibition in Vologda, and they served to remind the clients about the spare parts supplier for the whole year.

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PACKAGING DESIGN “I wish that manufacturers would spend more money and time on the design of the goods instead of on psychological manipulations using expensive advertising� Philip Kotler, marketing guru


Client: Snack-Line Project: brand development for snacks: naming, trademark design, visual identity of the brand, packaging design, communication strategy

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t was necessary to create a catchy trademark and packaging for the snacks, which would be noticeable to the young audience in spite of strong competition in this segment. The trademark “RYP” (a misspelled Russian word “fish”) is a very succinct, short, very catchy, even slightly shocking name. Due to this fact and also because the word only contains three letters written in a large typeface, the trademark is very noticeable on the packaging. The design is based on the theme of graffiti. For each kind of product we invented a special appetizing colour scheme. A transparent window in the packaging allows the buyer to check the quality of the product. The trademark is additionally supported by words and text specially selected for the whole range of products as alternative, slang names: “really tasty striped RYP”, "hostile, but very tasty RYP” etc.

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Client: "Klever� Project: design of a mayonnaise trademark, visual identity of the brand and design of the series of packaging

good, high-grade mayonnaise is thick. In order to communicate the properties of the brand and the product the logo of the trademark is shown in relief, and each letter in the name is drawn by hand. The red trademark serves to catch the eye and the calligraphic heart-shaped stroke makes the trademark even more attractive to women. In order to ensure contrast the trademark is written on a beige-yellow background with abstract designs reminiscent of thick mayonnaise. The background is separated from the taste text area by an elegant ribbon. The studio photography, appetizing mini still-life paintings created by a food stylist for each type of packaging, and the colour coding allowed the creation of an individual brand image and help the buyer to select the taste depending on his or her requirements. The new design of the trademark and the packaging were positively accepted by dealers and buyers.

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Client: "SoyuzSportImport” Project: design of a trademark and packaging for athletic underwear for slimming

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he typeface solution of the brand VULCAN clearly conveys the result of using the product – the burning of excess fat. For the design of the packaging we selected an orange-blue sports colour palette. Blue was supposed to match the colour of the product and orange was selected as a complementary colour for brightness and contrast. In addition, the orange colour communicates the idea of warming-up, which is used by this product as an effective method of burning fat. ArtGraphics.ru held a photo session during which we held a casting of models – a girl and a young man. The package contains text callouts specifying the product properties. It has large free areas and thus creates a noticeable colour spot and a strong shelf standout. The schemes on the reverse of the package help the consumer to understand the product’s action principle and strengthen trust in the brand.

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Client: Russian office of “Jadran he Jadran company produces natural pharmaceuticals for improving the quality of life. Some Galenski Laboratory” (Croatia) of these preparations, such as “Kleverol” or “Lactogin”, are available in pharmacies without a Project: design of pharmaceutical doctor's prescription. The design of the packaging of such pharmaceutical products must have a packaging clear visual identity, strong shelf standout, and must be understandable to customers. On these packages clear visual images and clues are used that attract the consumers of the product and explain its composition, action and package type. Other preparations, such as “Alfaserk” or “Aknekutan”, are prescription drugs. The design of prescription drug packaging must serve another function – to ensure it can be easily found by pharmacists. However, eventually these drugs are purchased by customers. Even though the customer does not directly participate in choosing the preparation, the design must look convincing and professional and must promise an effective treatment.

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Client: “Santos” Project: trademark creation and design of coffee packaging

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he ArtGraphics.ru studio was entrusted to design the trademark and the packaging for a unique sort of coffee – Arabica “yellow bourbon”, which is produced in very limited amounts on just a few plantations in the world. These coffee berries are yellow and have a thinner peel than normal beans, due to which the sunlight penetrates deeper into the pulp and provides a unique, inimitable taste and aroma. Cambraia is the surname of the owner of the plantation, which was founded in Brazil more than 150 years ago. In order to emphasize the unique quality and traditions, as well as the location of the plantation, we used heraldic and other symbols of Brazil in the design of the trademark. These included leopards, the Southern Cross, the sun, the Brazilian crown, coffee branches and beans. In the packaging design we used the corporate graphics: stylized coffee leaves and photos of two “yellow bourbon” coffee beans. The trademark is printed on a red background while the rest of the packaging uses golden tones, thus creating a sense of luxury and wealth.

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LOGOS AND TRADEMARKS “A logotype by itself can never communicate all the ideas that the client would want to put into it. All the logotype can express is a promise to the market.� Ivan Chermayeff one of the all-time greatest designers, co-founder of Chermayeff & Geismar


Energoplastservice Client: “Energoplastservice”, power equipment supplier HiBrand 2007 Client: Identity, international conference organizer

Eurolift Client: Eurolift, manufacturer of elevator equipment Norwood Client: “Tamal Stroi”, manufacturer of natural timber windows

Heritage Culturel Russe Fondation Client: Russian Cultural Heritage Foundation, charity work Antenor Logistics Client: Antenor Logistics; logistics, international cargo transportation

Sunrise Holdings Client: Sunrise Holdings, publishing business Eurasia Client: “Eurasia”, manufacturer of accumulators

Runbook Client: Team computers, manufacturer of notebook computers ESE Client: "ESE group”, power industry

Nastya Client: "Klever”, manufacturer of mayonnaise Sigma Client: “International Group Sigma”, consulting

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Bee-Bee Client: “Auto 49 Group”, car accessory shops network Uralskaya Stal Client: “Uralskaya Stal”, iron and steel industry

Cherbourg Client: “Cherbourg”, sale of wool and yarn Akku-Vertrieb Client: “Akku-Vertrieb”, sale of industrial accumulators

Optimum Communications Client: “Optimal Communications”, telecommunications, distribution, system integration Nex3 Client: “New Telecommunications”, telecommunications

MagMA Client: “MagMA", M&A consulting, investments Jardini Client: “Stolichny Plastik”; manufacturer of plastic articles

Informzaschita Client: “Informzaschita”, IT, information security Cambraia Client: “Santos”, manufacturer of coffee

EnergyLink Holding Client: EnergyLink Holding, energy resource trade Kurier Correct Client: “Kurier Correct”, international courier service

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Kvartira.ru Client: Investment corporation “Kvartira.ru”, investments, construction, development Aquavision Client: “AquaVision”, FMCG

Energokhimservice Client: “Energokhimservice”, chemical industry, management company Identity Client: Identity, mass media

Pervoye Sentiabrya Client: “Pervoye Sentiabrya", publishing house Le Noel Client: “Inter Optimum”, beauty parlour

Master Client: “Obyedineniye Master”, diversified holding, management company Mir Pozdravleniy Client: “Mir Pozdravleniy”, publishing business, postcard printing

“Instalsite” Client: “Instalsite”, telecommunications Guardelic Client: Natural Concepts, FMCG

Bradesco Client: “Electra”, FMCG Oasis Client: “Sakha-Invest", entertainment industry

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дизайн торговой марки и этикетки не выполнялся специалистами ArtGraphics.ru

NAMING “In 1969, Sir Roger Penrose, a Cambridge physicist, was speaking at a small scientific conference. He announced his discovery, which he referred to as ‘an object formed by unlimited gravitational collapse of massive cosmic bodies’. The world replied with a yawn. A month later he changed the name to ‘black hole’ and the news about the discovery instantly spread all over the world. What is the difference between the ‘object formed by unlimited gravitational collapse of massive cosmic bodies’ and the ‘black hole’? These are absolutely different definitions!” David Placek one of the originators of the scientific approach to naming, the founder and CEO of Lexicon Branding


Pikanta Client: “Naturalny Produkt” Project: development of a new mayonnaise, sauce and ketchup brand. In 2001, the competition in the Russian oil and fat products industry was already very stiff, especially in the lower and the medium price segments. It was necessary to create a trademark which could not only be dependably registered as a word trademark, but which also ruled out any possibility for the other trademarks to “push in" using a similar name. ArtGraphics.ru coined a neologism name “Pikanta”. Currently the client manufactures under this trademark a wide range of oil and fat products, and canned vegetables and berries. Moreover, the right to manufacture the products under the trademark ”Pikanta” was successfully sold to Ukraine and the company “Naturalny Produkt” was renamed “ Pikanta Group of Companies”, which means that the brand created by ArtGraphics.ru is now bringing in the major part of the group’s profit. The trademark and the label “Pikanta” were not designed by ArtGraphics.ru

Terwingo Client: Mikhail Ushakov, head manager of the “IST" Group of companies Project: corporate branding – naming, logo and corporate identity development In 2006, ArtGraphics.ru was ordered to create a brand for a new Russian company formed for the development of new projects in the area of design and manufacture of brand new equipment and technologies for the mining and metallurgical industries. It was supposed that the name would not refer to a specific industry but would be unique, memorable, registrable, and sound good in different languages. Aggressive, ambitious, high-tech — this is how the new company was expected to be perceived by the target audiences. The name Terwingo was created by the experts of ArtGraphics.ru with the help of a psycho-linguistic expert system. During the creation of this word, which as was specified in the requirements specification “must not be known even to Google”, we tried and analyzed several tens of thousands of morphemes and letter combinations that had the intended phonosemantic effect.

Norwood Client: “Tamal Stroi” Project: creation of a new brand of high-quality vacuum windows with natural timber framing “Tamal Stroi” specializes in the construction of private dwelling houses in the northern districts of Russia. The company has developed and patented a unique technology of swallow-tailed timber frame connection. The company’s management decided to enter the Russian market of vacuum windows with natural timber framing under their own trademark. The new name was supposed to be associated with western products because consumers were not ready to buy Russian windows. We offered the client about 15 names, from which the company chose the word Norwood. This name communicates the fact that the windows are made from natural timber grown in the north of Russia. The trademark Norwood was included in the catalogue of the graphic design festival “Grafit-3”.

Forpost Project: creation of a name for industrial uninterruptible power supply units Client: “Sistemy Promavtomatiki” These products previously only had the technical names IBEP-220/48(60)V and IPS-220/48(60)V. Their consumers are telecom operators and companies for which a reliable power supply is crucial. “I am currently preparing the content for the web-site of Forpost and I see how good this name is,” comments Vladimir Vasilyev, marketing director of a Forpost dealer firm, on this naming project. “It is very progressive and it provides a lot of space for filling the brand with certain content. The word ’Forpost’ is the Russian for ‘outpost’, which not only means protection, but also the leading edge. This concept applies not only in terms of providing the power to the equipment at a certain facility, but in a wider sense – in the whole uninterruptible power supply industry in Russia. This name can become a real outpost in its industry because it combines such qualities as protection, solidity, reliability, fidelity, victory and leadership."

ArtGraphics.ru

naming


Ryberg Client: “Snack-Line” Project: creation of a trademark name, design of a trademark and packaging for frozen fish products The new trademark was oriented towards the medium price segment. The territory of distribution included Russia and the CIS countries. Such products are usually chosen by women who want to buy substantial and high-quality food for their families. The name “Ryberg” created by ArtGraphics.ru is very masculine, severe, and weighty in terms of phonetics. Semantically, it can be interpreted as a “mountainous pile of fish” since it contains the elements of “ryb” (which refers to the Russian for “fish") and “berg". It is a good name for both whole and sliced fish. This name communicates the feeling of freedom, vastness, strength and even wildness. It is well known that fish grown in the wild are tastier and more nutritious. In addition, the name “Ryberg” conveys an image of an honest and strong fisherman who takes to the open sea every day attempting to catch the best fish.

Bee-Bee Client: AUTO 49 Group Project: rebranding – naming for a car accessories retail network, logo design The car accessories shop “Auto 49” opened in 1990 in the outskirts of Moscow and by the year 2005 it had became a nation-wide network consisting of 27 retail outlets, and had ambitious plans for expansion. The old name did not evoke any emotional affection for the brand, did not match the high standards of the company, and was shamelessly copied by competitors. The network “Auto 49” was associated with spare parts for cars made in Russia but the company now wished to include spare parts for inexpensive foreign models in its product offering. The experts of ArtGraphics.ru created a succinct, concise, emotional and legally protected name “Bee-Bee" (a Russian imitative word with the same meaning as car horn “beep-beep”) associated with the subject of cars. The trademark is stylized in the form of a license plate, while its colour scheme ensures succession in respect to the previous brand. The transition to the new brand was performed gradually, beginning with newly opened shops in the regions.

Runbook Project: creation of a trademark for notebook computers Client: Team Сomputers The company Team Computers has been operating in the Russian IT market since 1992. It manufactures computers, servers, workstations and notebooks under its own trademark – Team. In 2005, the company decided to sell the notebooks under a new trademark. The name had to be associated with reliability, respectability, seriousness, trustworthiness, mobility, and novelty. Furthermore, the trademark design had to match the traditions of the industry. This was all achieved using a unique, specially created typeface without any additional graphic elements. The trademark Runbook created by ArtGraphics.ru communicates the promise of mobility and fast operation – features that consumers value above all in portable computers. The name sounds good, it is associated with the product category, it is stylish and it meets all the other requirements for a trade name.

MagMA Client: Ms. Lyubov Komonova and a group of former employees of “Rosbuilding” Project: corporate branding – naming, logo and corporate identity development The company was created late in 2005 by a number of former employees of “ROSbuilding” and at that time it did not have a name at all. The main activities of the company include investments, asset management and corporate M&A consulting. The name MagMA devised by ArtGraphics.ru reflects the dynamics and the energy of the company, and also points at its main sphere of activity – M&A. This idea is continued in the logotype and the corporate identity, which use graphics to symbolize merger or division of the assets. Despite the fact that the company has only been working in the market for about two years, it is considered a very serious player and has completed several quite large projects. In 2006, the investment company “MagMA” won the national prize “Company of the Year” and became “Discovery of the Year”. photo: «RBK»

ArtGraphics.ru

naming


Kvartira.ru Client: Real estate company “Pravovoi Centr Zhilya” Project: rebranding – creation of a new name, a positioning slogan, a logo and corporate identity The small real estate company “Pravovoi Centr Zhilya" was founded in 1996 and by the end of 2003 had become one of Moscow’s largest investment companies, occupying about 10% of the construction investment market. In 2004, the company decided to carry out a rebranding. The client possessed the right to the domain name kvartira.ru (“kvartira" is the Russian for “apartment”), but the name was actively used by its competitors. The ArtGraphics.ru studio suggested the client use kvartira.ru as the new name of the whole corporation in order to position itself as a global player in the entire Russian real estate market. It took the client half a year to approve this name. According to the company’s president Dmitry Kolobov, “the new brand positions the company as one of the leading players in the real estate market, expertly developing the most complex investment and construction projects throughout Russia and in the CIS countries.”

Ryp Client: “Snack-Line” Project: creation of a snacks brand – naming, trademark design, visual identity of the brand, packaging design and communication strategy The challenge was to create a catchy trademark for the snacks that would be noticeable to the young audience. ArtGraphics.ru offered not just a static name, but an entire communication concept based on language widely used by young people on the Internet, when words are deliberately misspelled. The trademark “RYP” (a misspelled Russian word “fish”) is a very succinct, short, very catchy, even slightly shocking name. Due to this fact and also because it only contains three letters written in a large typeface, the trademark is very noticeable on the packaging. The trademark is additionally supported by words and text specially selected for the whole range of products such as the alternative, slang names: “really tasty striped RYP”, "hostile, but very tasty RYP” etc.

HiBrand Client: Identity magazine Project: creation of a brand for an international conference on branding The name of the conference is a play on words; it has two meanings: 1) HiBrand sounds similar to HiEnd and means the top level of branding; 2) the exclamation “Hi Brand!” sounds like a greeting, which is an idea that is reflected in the logo of the conference – an open palm. HiBrand 2007 was attended by 300 delegates from 11 countries. The speakers included top managers of the world’s best brand consulting agencies: Landor Associates, Enterprise IG, Identica, MetaDesign, Cato Purnell Partners, Dragon Rouge, Total Identity, Interbrand Zintzmeyer & Lux, Lippincott Mercer, Identityworks, Wolff Olins, Attik and FutureBrand. The leading advertisement portal AdMe wrote: “HiBrand 2007 was, to say the least, a mega event both in scale and significance”. In December 2007, HiBrand 2007 was recognized as the “Best Conference in Russia in 2007”. On 24-26 October 2008, the next conference, HiBrand 2008, will take place in the Renaissance Moscow hotel.

Nex3 Client: “New Telecommunications” Project: development of a new national brand for telecommunication services using WiMax technology The company “New Telecommunications” is one of the oldest telecom operators in Russia and offers services based on WiMax technology. In 2007, ArtGraphics.ru created the name Nex3, which communicates the innovative nature of the services and the convergence of three kinds of data traffic: television, telephony and the Internet. The name contains a number which is a part of the word: “Nexthree”. This word is very forceful, mobile, legally flawless, and most importantly – it sounds very stylish. This name successfully attracts its target audience – progressive young men who keep abreast of new technologies. The Nex3 corporate identity, built on agile and variable graphics, facilitates desirable positioning of the brand. Today Nex3 brand is actively entering the markets of Central Russia, the Volga region, and Siberia.

ArtGraphics.ru

naming


The ArtGraphics.ru studio was founded by Andrew Pourtov and Olga Pourtova. Olga Pourtova was born in Komsomolsk-on-Amur. She has always been interested in drawing: first spending several years in an art studio, then 4 years in a school of art. During her studies in Petrozavodsk state technical university she worked for some time as a street portrait artist. After graduating from the university she worked for three years as a designer in advertising agencies in the cities of Petrozavodsk and Moscow. In 2000, she co-founded the ArtGraphics.ru studio and became its art director. Since 2004 Olga has also been the art director of Identity magazine, which covers various issues of branding and design. In 2004, she attended Tagir Safaev’s classes in the Higher Academic School of Graphic Design. In 2005 and 2006 she attended two courses of lectures on general and higher typography by Maxim Zhukov. Olga frequently takes part and has often won prizes in various contests and exhibitions dedicated to graphic design. In addition, she often participates in such events as a judge. Olga is one of the best logo trademark and corporate identity designers in Russia. As an art director and brand consultant she participated in virtually all the projects undertaken by ArtGraphics.ru. As a designer she completed many important projects which achieved distinction in many design and advertising contests and festivals such as “Tamga”, PROFI, “Golden Flea”, “Idea!", Moscow International Advertising Festival, “Grafit”, DeArt etc. Olga has written several articles about corporate identity and brand architecture, and she is the author and co-author or over 70 trademarks. She combines the work as art director in ArtGraphics.ru and Identity magazine with tutorage; she employs students and trainees, participates in their graduation work, gives lectures, and holds master classes on the creation of trademarks and corporate identity. Tel.: +7 495 987-3807, +7 985 761-6272 E-mail: olga@artgraphics.ru

Andrew Pourtov was born in the Sergiev Posad district of the oblast of Moscow. At the same time as studying at secondary school he graduated from correspondence schools of physics and mathematics. In 1998 he enrolled in the engineering faculty of Moscow Bauman state technical university and graduated from there in 1994 magna cum laude. After graduation he worked in an electronics sales company and was head of the sales department of “Videoservice” group, where he analyzed, predicted, and managed the sales of video products of such film companies as Columbia Tristar, Buena Vista and Walt Disney throughout Russia. In 2000, Andrew became the co-founder and director general of ArtGraphics.ru studio. In 2003 he successfully completed the correspondence course “Basics of intellectual property” at WIPO (Geneva). In 2004 he became the publisher and editor-in-chief of Identity magazine, which after its first issue received the accolade of the “The Advertisement and Marketing Debut of the Year”. In 2006-2007 Andrew was the producer of the conference HiBrand 2007, which was recognized by “Marketing Management” magazine as the best conference in Russia in 2007. Andrew has written dozens of articles about branding in the Russian and foreign news media and is the author of over 30 registered trademarks. He has directly participated in practically all the branding projects of ArtGraphics.ru as a brand strategist, consultant or project manager. He is the producer of the international conference HiBrand 2008 Corporate Branding, the chairman of the steering committee of the international contest ”Identity: Best of the Best”, a member of the steering committee of the contest “Brand of the Year” in Belarus, and participates regularly as a judge in several designer contests in Russia. As the editor-in-chief of Identity magazine Andrew attends all the most interesting conferences on branding and marketing in Russia and the CIS, and periodically speaks and holds master classes at Russian and international conferences, exhibitions and festivals of marketing, branding, advertisement and design. Tel.: +7 495 987-3807, +7 985 761-6272, +7 916 674-7869 E-mail: andrew@artgraphics.ru


“Scandinavian Health Centre” expresses its gratitude to ArtGraphics.ru studio for its perfect work on developing the concept, graphic solution and printing of the advertising booklet. We would like to specifically mention the studio’s creativity, high professionalism and the motivation to produce a high-quality product.” Irina S. Lobzina, director of “Scandinavian Health Centre”

It was a real pleasure to work with ArtGraphics studio, which created the identity for the medical product Lactogin. Working with the studio’s art director Olga Pourtova was easy and pleasant. The most important thing was the feeling that we spoke the same language. Accordingly, the result of the work completely satisfied our expectations and we successfully use it in our work. The images created by the designers are very well perceived by the target audience.” Nicolay Zhavoronkov, marketing director, representative office of “Jadran” company

“It is rare that I compliment contractors but I have to say that the trademark and the series of packages that the experts from ArtGraphics.ru have designed for the mayonnaise "Nastya” are just excellent!” Alexander Meshkov, marketing and sales director, "Klever” JSC

“ArtGraphics.ru is a team of professionals with excellent knowledge, a sophisticated vision of their subject, perfect graphics and good taste. They have all they need to create all the elements of the corporate identity, from the logo to the representation materials. We regard our cooperation with ArtGraphics.ru as one of the most important steps on the road to developing our trademark and we recommend this company to anyone who has serious business intentions.” Vladimir Vasilyev, marketing director of close JSC “Optimal Communications” “In 2008, Unimilk Company, which has been working as a holding structure for many years, finishes the reorganization process aimed at the creation of a unified centralized system of the company’s management in marketing, commercial, technological and corporate spheres. As a part of this project we are planning to rebrand, and when selecting the contractor we decided to work with one of the best Russian agencies – ArtGraphics.ru. We formulated the challenge to visually represent Unimilk as a modern and dynamic company, the leader in the dairy industry, and a company which is concerned for its customers’ health and supplies only fresh and high-quality products. We specified various limitations regarding the number of the colours to use, requirements for the versatility of the identity, and the possibility of applying it to various surfaces. Notwithstanding the complexity of the task, the result is very dynamic, modern, expandable and emotional. It successfully communicates the idea of freshness, reflecting the quality of our products. The corporate identity only uses two colours, which is very important to us because this allows it to be reproduced easily anywhere in Russia, where we have our plants and commercial agencies. We are satisfied with the result and hope that thanks to its expandability, the corporate identity will remain up-to-date for a long time.” Alexey Kondratiev, project manager “UNIMILK”

ArtGraphics.ru brand consulting & design

Office 805, 80G, Leningradsky Prospect, Moscow, Russia Postal address: POB 3, Moscow, 125475, Russia. e-mail: info@artgraphics.ru Tel.: +7 (495) 987-3807, 761-6272, www.artgraphics.ru


Implementing business strategies through branding and design  

Short portfolio of ArtGraphics.ru | strategy > branding > design

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