To single out the trademark presenting graphic language for inner and outer audience. To develop benchmarks of visual identification that will define the focal principals of cohesion, both stylistic and ideological- all the visual aspects of communication between the future brand and its audience.
To reflect a cultural accessory of the project.
The people that are highly demanding to the service, value their time and wish to be first-handedly brought up to speed with the topical news.
The concept of filling up a particular space is rooted in the foundation of the design-project. It’s a “vacuous” period of time that one spends while pending. A missed letter in the word (M_СЛИ= МЫСЛИ=thoughts) serves a capacious expression of the main concept: filling up the pending time with valuable and interesting info with the help of the М_СЛИ project.
Graphic language is a whole scope of several styles. The initial idea was to develop the service accordingly with a technological level of tomorrow’s innovations, without denying classical legacy of the past and at the same time obeying to precepts of the past. Thus everything started from the thorough review of traditional decisions. The source of inspiration was discovered in the prerevolutionary titles and soviet monumental architecture of Stalin’s empire style and postconstructivism.
Logo М_СЛИ renders the idea wonderfully and what’s more it’s a verbal unit that is easily reproduced in letters in every text processor.
Basic colour : olive-green gold is the chief visual coefficient. This colour accentuates the uniqueness and exclusiveness of the project.
The icon – the active object that has a form of a ball that rotates round the central axis. The filling of the icon is dynamic and there’re not direct interconnections between the inner objects. They can disappear, turn up, blend with each other and on the contrary divide and separate alike human’s thoughts.
The icon can be fully reproduced in animation as well as in static picture as the basics taken into account are not the forms-silhouettes but the maxims of their structure and interaction.
The concept of an active dynamic icon will allow the brand to win its place in people’s mind and will feed to interaction with its audience.
Final version of the icon possesses an alluring surrealistic form that emphasizes its elegance, maturity and a clear-cut global image.
VALERI ARENAS — Art Direction & Graphic design
IRINA SHOYA — Graphic design
BORIS KARAKAEV — Graphic design
HELGA BULDAKOVA — Project management
PAVEL BORODICH — Project management & Programming
IRINA SVETLICHNAYA — Photographs
ALEKSANDR SANIN — Promo video
ALIKHAN OMIRBEKOV — Motion video
VIKTOR KLECHIKOV — Sound
PARTNER — ULITKA Production House