Development of visual identity for Kirovograd

Гран-при и 1 место на Международном Фестивале Территориального Брендинга OPEN Fest '13

Гран-при и 1 место на Международном Фестивале Территориального Брендинга OPEN Fest '13

Kirovograd is located in the heart of Ukraine, about 300 km away from Kiev, Dnepropetrovsk and Odessa. The city's population is 254,000 people. Despite the fact that Kirovograd is not very well known in Ukraine and abroad, the city is unique and interesting in its own way. It has long been informally considered the "dance capital of Ukraine". Since the Soviet times, it preserved folk dance school which grew into the city’s subculture. Kirovograd has a lot of dance studios of different styles; almost every school in the city holds dance lessons. Dance is a special cultural phenomenon that carries a variety of values, including movement and a sense of taste. These are the values noted by a famous urbanist Denis Vizgalov, who began to work on the strategy and positioning for the city in 2012. At the intersection of these values the main slogan for Kirovograd brand concept was born: "Move with taste."

Гран-при и 1 место на Международном Фестивале Территориального Брендинга OPEN Fest '13

Гран-при и 1 место на Международном Фестивале Территориального Брендинга OPEN Fest '13

Studying Kirovograd, we learned that many residents of the city don’t seem to be living in the present time. They either dwell on the past or dream of the future, which contributes to social apathy. "Movement with taste" is the idea of changing their behaviour in present time, which will help residents deal with the syndrome of delayed life. Indeed, movement is the key attribute of the city; it embodies mobility, activity, sports, traffic, new ideas, data and money flow. Sense of taste is the creative component of the city, it’s the cultural code, the refined knowledge.

"Movement with taste" is the idea of changing their behaviour in present time, which will help residents deal with the syndrome of delayed life. Indeed, movement is the key attribute of the city; it embodies mobility, activity, sports, traffic, new ideas, data and money flow. Sense of taste is the creative component of the city, it’s the cultural code, the refined knowledge.

Creating a visual identity for the brand, our Agency decided to support the idea of movement by calligraphy. This exquisite brush craft created a perfect reflection of the concept. With the help of calligraphy, we managed to depict the sense of dance, its dynamics, naturalness, unpredictability. The colour solution is based on the coat of arms of Kirovohrad. A gradient transition from one colour to another made the palette more dynamic, more alive, more modern. As additional graphic elements we used fine lines that combine the dynamics of dance with a sense of style.

The colour solution is based on the coat of arms of Kirovohrad. A gradient transition from one colour to another made the palette more dynamic, more alive, more modern. As additional graphic elements we used fine lines that combine the dynamics of dance with a sense of style.