Moscow Visual Identity Manual by Maria Masha Ramos

visual identity manual

TABLE OF CONTENTS

PROBLEM STATEMENT

5 ITERATIONS 6

VERSIONS OF MARK

COLOR PALETTE

9 TYPEFACE

MARK USAGE

STATIONARY SYSTEM

PATTERN

MARK APPLICATION

WEB USAGE

COLOPHON

PROBLEM STATEMENT

Varieties of the existing marks for Moscow city do not necessarily represent the city itself. Many of them were influenced by the Soviet Union era and lack of connection to modern times. In addition, existing marks are always red and white which are stereotypical and boring With this project, I hope to bring a contemporary, modern, and fresh look to touristic promotional items, and share my personal view on the capital of Russia.

ITERATIONS

moScow

Moscow

MOSCOW

Initially, I was considering to communicate an idea of Moscow being a city with two different looks: one is historical and beautiful, and another grey, sad, full of the same buildings from Soviet are. But in the end, I realize that those two looks can live together in harmony, because I love my home town the way it is. The capitol of Russia is my home, all my family and friends live there, so the final logo represent my feelings about Moscow.

BLACK & WHITE MARK

This is black and white version. Colors from next page are the main colors for the mark. Depending on the design of promotional materials the colors can vary accordingly to the color palette and proper usage of the mark (p. 8, p. 10-11). For professional output, Pantone colors should be used when possible. For situations when it is not possible, CMYK versions of the mark have been supplied.

FINAL MARK

This is the final version of the mark. It represents the unity of two diffrent epochs and the family and friends I miss. I believe many of the citizens of Moscow love their city and their hearts belong to it. The capital of Russia has an impressive number of traditional Orthodox churches as well as high-rise buildings from the Soviet Union. My memories, associations and long Russina history blend in my mark for Moscow city.

COLOR PALETTE

Pantone® P7 -7c C1 M87 Y100 K0 R236 G71 B36 HEX #EC4724 Must be used as a color for the mark. Can be used for promotional materials. Can be used as background.

Pantone® P7 -7c C0 M15 Y81 K0 R255 G213 B76 HEX #FFD54C Must be used as second color for two colors mark design as well as for promotional materials. Do not use as background.

Pantone® P 179-4 C C0 M0 Y0 K27 R194 G196 B198 HEX #C2C4C6 Must be used as second color for two colors mark design as well as for promotional materials. Do not use as background.

Red is the primary color of the brand and must be used throughout all the marketing elements. Yellow and grey are the secondary colors and must be used as for accent purposes. The mark can be used in white or black if it is necessary. See the examples of usage of the mark to check correct usage of the colors.

TYPEFACE

BD Viewmaster ReGular

Aa Bb Cc ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !”#$%&“”‘’’()*+,-./:; <=>?@[\]^_`{|}~–— 1 2 3 4 5 6 7 8 9 0 BD Viewmaster Light

Aa Bb Cc ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !”#$%&“”‘’’()*+,-./:; <=>?@[\]^_`{|}~–— 1 2 3 4 5 6 7 8 9 0

BD Viewmaster Light is the main typeface for the mark. It was chosen because of its similarity to the stroke style and weight on the mark. The typeface was modified in the mark with the slogan to support the logotype. WBD Viewmaster Regular is secondary typeface and used for stationary system elements.

EXAMPLES OF PROPER MARK USAGE

The mark can be used in primary colors listed in color palette.

The mark can be used in primary black or white colors.

M cap height

The mark can be used in primary red color listed in color palette.

The mark should have clear space equal “M” letter height around it when applied to any promotional items.

This is correct usage of the mark. The mark must always be used with the logo. The mark must be used just in primary colors, black, or white. Secondary colors can’t be used on the outline mark. When makr placed on colored background the mark must be in white or black.

EXAMPLES OF PROPER MARK USAGE WITH SLOGAN

Usage of the mark with slogan.

Usage of the mark with slogan in black.

This is correct usage of the mark with slogan. The mark with slogan can be used for promotion materials (p.20-25). The mark must be used just in primary colors, black, or white. When makr placed on colored background the mark must be in white or black.

EXAMPLES OF IMPROPER MARK USAGE

Do not change primary color in the mark.

Do not change placement of the mark and logotype.

Do not change color palette in two colors mark.

The mark should not be compressed or expanded in any way.

Do not resize individual elements in the mark. Size relationships among elements are not to be manipulated. Components of the mark should never be reconfigured. Do not make the mark smaller as 0.5 inch by 0.2281 inch.

LETTERHEAD

01.05.2018 Dear Mrs. Sianova Moscow is the financial and political center of Russia and the countries formerly comprising the Soviet Union. It has a population of around 13 million and an area of 2,511km², after an expansion in 2012. One-tenth of all Russian citizens live in the Moscow metropolitan area. Moscow is the second most populous city in Europe, after Istanbul. Moscow is in the UTC+3 time zone; there is no daylight saving time. The Moskva River bends its way through the city with most of the sites of tourist interest on the northern bank of the river. The other major waterway is the Yauza River, which flows into the Moskva east of the Kremlin. Much of Moscow's geography is defined by the 3 'Ring Roads' that circle the city at various distances from the center, roughly following the outline of the walls that used to surround Moscow. With Red Square and the Kremlin forming the very center, the innermost ring road is the Boulevard Ring (Bulvarnoye Koltso), built in the 1820s where the 16th-century walls used to be. It runs from the Christ the Saviour Cathedral in southwest central Moscow, to the mouth of the Yauza in southeast central Moscow. The Third Ring Road, completed in 2004, is not much use for tourists but is a heavily used motorway which absorbs a bit of Moscow's traffic. It roughly follows the outline of Kamer Kollezhsky val, the customs and passport boundary of Moscow between 1742 and 1852. The outer edge of Moscow is largely defined by the Moscow Ring Road (widely known by its abbreviation: MKAD-Moskovskaya koltsevaya Automobil Naya Dorota), a motorway which is 108km long and encircles the entire city (similar to London's M25 and Paris' Périphérique). Thank you, Daria Trotsenko Department of Culture Kolomna, Russia

1432 Tverskaya street Moscow, Russia, 123095 495. 895. 5623 info@moscowislove.com www.moscowislove.com

Front of letterhead | Blank

1432 Tverskaya street Moscow, Russia, 123095 495. 895. 5623 info@moscowislove.com www.moscowislove.com

Front of letterhead | Letter

All letterheads must be printed on 8.5 x 11 inches standard US paper. Paper specifications: cougar opaque white, 24 lb. stock. The letterhead consists of 1/2 inche margins on the top, left, and bottom on the document, a 1 inch margin on the right. Letterhead also consists typeface BD Viewmaster Regular (9 pt) for address and Helvetica Condensed (12 pt) for body text.

LETTERHEAD

BUSINESS ENVELOPE

1432 Tverskaya street Moscow, Russia, 123095 495. 895. 5623 www.moscowislove.com

Front of envelope

Back of letterhead

Back of envelope

All envelopes #10 must be printed standart size 9.5 inch x 4.25 inch . Paper specifications: cougar opaque white, 24 lb. stock. The envelopes consists of 1/4 inche margins on the top, left, bottom, and the right.

NOTE CARD AND ENVELOPE

1432 Tverskaya street Moscow, Russia, 123095

Front of note card

Front of envelope

Back of note card

Back of envelope

All note cards must be printed standart size 5 inch x 7 inch. All envelopes must be printed standart size 5.25 inch x 7.25 inch. Paper specifications: cougar opaque white, 24 lb. stock. Primary pattern placed in the back of the note card and inside of the envelope.

MAILING LABOL

1432 Tverskaya street Moscow, Russia, 123095 495. 895. 5623 info@moscowislove.com www.moscowislove.com

BUSINESS CARD

IRINA SIYNOVA GENERAL MANEGER

1432 Tverskaya street Moscow, Russia, 123095 495. 895. 5623 info@moscowislove.com www.moscowislove.com

Mailing labol

Front of busines

Back of business card

All business cards must be printed standart size 2.5 inch x 3 inch. Paper specifications: cougar opaque white, 80 lb. cover stock. Primary pattern can be placed on the back of business card. Business card is useing typeface BD Viewmaster Regular (9 pt). Labelâ&#x20AC;&#x2122;s size is 4 inc x 5 inch.

PATTERN

Scale #1

Scale #2

Scale #3

The pattern must be scaled proportionaly. The smalles scale is # 3 illustated above. Do not place the pattern on background which makes it diffical to see. The pattern should not be compressed or expanded in any way.

MARK APPLICATION

Small souvenir bag

Big souvenir bag

Bag tag

Souvenir plate

White mug

Black mug

Due to statements from page 12, always have to be white, black or primary red color. No other colors are allowed.

MARK APPLICATION

Tote bag #1

Tote bag #2

Due to statements from page 12, always have to be white, black or primary red color. No other colors are allowed.

MARK APPLICATION

White t-shirts

Black t-shirts

Due to statements from page 12, always have to be white, black or primary red color. No other colors are allowed.

White hoodie

Red hoodie

Due to statements from page 12, always have to be white, black or primary red color. No other colors are allowed.

WEB USAGE

Landing page on full screen computer

WEB USAGE

Landing page on tablet

Landing page on phone

Snapchat geofilter

MARK APPLICATION

Poster on bus stop

Street posters

In order to keep city branding consistent the street signposts should have the mark in place and use primary colors and pattern of the brand. Promotionla posters should use BD Viewmaster Regular typeface and invite the visitors to explore the city.

COLOPHON

This mark was designed by Maria Ramos for the city Moscow, Russia. This mark should not be used for any manner besides marketing, branding and promotion of the city of Moscow. This mark is protected under the copyright and may not be used without concern of designer or the city.