Identity Design: Volkhonka Vision, Moscow

Brief: Brand identity and Document Design

Sector: Regeneration

Client: White City Project

Volkhonka Vision is a community-led urban regeneration project focussing on a cultural quarter of Moscow.  The project brought together teams of experts, residents, students, employers and workers to explore a series of urban design questions. The Velvet Principle was tasked with developing a brand approach and identity design, that worked at an individual project level, as well as for the organisation as a whole.

With ‘Improving Where we Work Live and Play’ the core theme, each project involved a mix of observation and community engagement. The topics covered a wide range of interest areas from green spaces, community amenities and civic lighting to healthcare provision and meeting the needs of families.

The challenge was to create an identity, that would be extensible and reflect the cross linkages between these different topics.  The brief also included the development of a literature system for the reports. This needed to enable each  report to work as a standalone publication, but form a coherent unified document when brought together.

The overall identity features a series of different coloured squares that are overlaid and arranged to create a roundel. Each sub project was then assigned its own colour from the motif.  The square device was carried though into each publication, oriented to reflect its positioning in the roundel. In this way each project had its own  identity but had a clear connection with the overall initiative.

The overlapping nature of the squares in the roundel offers additional colours for use on subsequent projects and research areas. Enabling the overall project to grow and develop.


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Design of brand for a series of research publications for the Volkhonka Vision project in MoscowCGI showing the design of the cover report for the Volkhonka Vision research project in MoscowImage showing the identities for four sub-branded projects under the Volkhonka Vision research. Each is made up of an overlapping series of squares arranged to form a lozenge. Highlighting one of the squares in a different colour and locations is used as the mechanism to differentiate between the sub-brands

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