Identity System Manual
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TABLE OF CONTENTS
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Problem Statement
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Iterations
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Versions of the Mark
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Mark Usage
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Typeface Selcetion
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Branding Collateral
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Colophon
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Client Information
PROBLEM STATEMENT
Moscow is a vibrant city with a rich history. Yet, most of its branding revolves around its Soviet history or does not represent the true nature of the city. In this project, I attempted to develop a mark and an identity system that extends beyond Moscow’s Soviet past and acknowledge the religious, architectural, and cultural vibrancy of the city.
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ITERATIONS
The Heart of Russia
The Historic Capital of Russia
Discover the Jewel of Russia
The first version of the mark depicted a heart, referring to Moscow as the heart of Russia. The heart was incorporated in the side of a Saint Basil’s Cathedral, the symbol of Moscow. I also developed a typeface that depicts the architectural elements of the Red Square. For instance, the shoulders of the ‘M’ are made in the shape of the battlements of the Kremlin walls, while the ‘O’s depict the narrow windows. In later versions of the mark, Saint Basil’s Cathedral was simplified to show only its dome and the drawing of the letter mark was polished. I considered adding additional detail such as the Soviet star or the Orthodox cross to the mark to incorporate an additional aspect of Russian culture. However, since there are so many aspects that equally deserve to be included, I decided to avoid using any additional details.
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VERSIONS OF THE MARK
The mark should be used as a two-color mark. The letter mark must be red and the mark must be yellow. Use in black and white is acceptable if color printing is not available. See branding examples for proper use of the mark.
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COLOR VERSIONS OF THE MARK
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PMS 137 C
PMS 185 C
C 0 M 41 Y 100 K 0
C 0 M 99 Y 100 K 0
R 250 G 164 B 26
R 237 G 32 B 36
HEX #EAA41A
HEX #ED2024
CORRECT MARK USAGE
0.5 INCH MARGIN
The mark may only be 0.75, 1, 1.5, 2, or 3 inches height. The mark should be used as a two-color mark as specified. If this is not possible, a black and white version is also available. Above is the correct version of the mark. The ‘Moscow’ letter-mark should not be used independently. The mark should only be used in red and yellow or black and white. No further alteration of these colors is allowed. Please allow a 0.5 inch border on all sides of the mark to ensure legibility.
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INCORRECT MARK USAGE
DO NOT change the mark’s orientation.
DO NOT use colors other than those specified in the manual.
DO NOT alter the composition of the letter mark.
DO NOT overlap the elements within the mark.
DO NOT alter the composition of the mark or use versions other than that most recently provided.
Discover thewel Jeof DO NOT scale the mark non-uniformly. DO NOT use alternative typefaces.
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TYPEFACE SELECTION
Barlow Condensed Medium
Barlow Condensed Regular
Aa Bb Cc Dd
Aa Bb Cc Dd
(,/;”’+-*&:^.%$#@!)
(,/;”’+ -*&:^.%$#@!)
ABCDEFGHIJKLMNORSTUVWXYZ abcdefghijklmnorstuvwxyz
ABCDEFGHIJKLMNORSTUVWXYZ abcdefghijklmnorstuvwxyz
1234567890
1234567890
The primary typeface for this mark is Barlow Condensed Medium. This typeface should always be used for reproducing the mark. Additionally, Barlow Condensed Regular should be used for body copy in materials and stationary within the brand.
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COLOR CHOICE
PMS 362 C
PMS 179-1 C
C 74 M 20 Y 66 K 5
C0M0Y0K0
R 78 G 148 B 71
R 255 G 255 B 255
HEX #4E9447
HEX #FFFFFF
PMS 137 C
PMS 185 C
C 0 M 41 Y 100 K 0
C 0 M 99 Y 100 K 0
R 250 G 164 B 26
R 237 G 32 B 36
HEX #EAA41A
HEX #ED2024
Yellow and red are the primary colors of the brand. Green and white are the secondary colors. The Pantone colors specification should be followed. If pantone colors are not available, CMYK colors may be used.
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LETTERHEAD
All letterhead documents must be printed on 8.5 inch x 11 inch standard US paper. The sheet includes the pattern, mark and address of the sender. The pattern is also printed on the back of the sheet. If color printing is not available, black and white versions are acceptable.
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LETTERHEAD
The letterhead consists of 1 inch margins on left and right, and 0.75 inch margins on the bottom and top of the page. The mark must be centered on the top of the page, while the contact information must be centered at the bottom. Barlow Condensed Regular (10 points) is used with the leading of 12 points. Only this typeface may be used for the letterhead. 13
MAILING LABEL
Red Square, 3, Moscow, Russia, 109012
MAILING LABEL
The mailing label is to be used in standard size 4 inches x 5 inches.
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BUSINESS ENVELOPE
Red Square, 3, Moscow, Russia, 109012
#10 ENVELOPE
A #10 Standard windowed business envelope must be used for business correspondence. The pattern may be used as shown above.
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BUSINESS CARD
BUSINESS CARD
The primary business card is a standard American business card measuring 2 inches x 3.5 inches with a vertical orientation. The business card consists of the mark, individuals name, title, contact information, and the pattern on the front and the back. The name of the card-holder is set to 12 points while the rest of the information is set in 8 points to increase immediate legibility.
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NOTE CARD AND ENVELOPE
Red Square, 3, Moscow, Russia, 109012
MONARCH ENVELOPE
NOTE CARD
The notecard is to be used as presented above. Although, the usage of the pattern alters among various stationary elements, specific pattern use guidelines are specified for each stationary and branding element. In the notecard, the swirl is placed on the notecard in a diagonal manner. The pattern, as shown above, may not be altered, reflected, translated, scaled, or cropped in any way. The front of the card is blank. Standard Monarch Envelopes are to be used to send a note card. The inside of the monarch envelope contains the pattern and the back contains the mark and the address. The recipient’s address must be printed on the letter and folded in a way as to be seen through the windowed envelope.
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STREET SIGNAGE
STREET BANNER
The pattern and logo should also appear on street signage and branded materials. Acceptable use is presented above. The banner should not exceed the size of 18 inches x 36 inches. 18
TRANSPORT DESIGN
MINI VAN
The pattern may be applied to city vehicles in the manner shown above.
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TRUCK
BRANDED MATERIALS
POLO T-SHIRT
LANYARD 20
HOODIE
TOTE BAG
PHONE CASE
DIGITAL MEDIA
SNAPCHAT GEOFILTER
WIREFRAMED WEBSITE HOMESCREEN 21
WIREFRAMED APP HOMESCREEN
COLOPHON
This mark was designed by Anna Soboleva for the City of Moscow, Russia in Fall 2017. The Identity Manual, various applications of the mark and the mark itself were produced using Adobe Illustrator, Adobe Photoshop and Adobe InDesign. Please contact Anna Soboleva for any further information regarding the mark. The mark may not be altered or used without proper concent.
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CLIENT INFORMATION
+7 495 788.43.43 Red Square, 3, Moscow Russia, 109012 Moscow@mskmail.com Moscow.ru
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