We no longer live in a world of mass con­sump­tion as we did in the boom years of the 1930s. To­day, the new cul­tu­r­al model is hy­per-con­sump­tion. A world where com­pa­nies fight for in­ter­est and mem­ory, broad­cast­ing hun­dreds of mes­sages in thou­sands of places to mil­lions of peo­ple. The flow of in­for­ma­tion is cease­less, and peo­ple are im­mersed in a chaos of vi­su­al noise cre­at­ed by mes­sages com­pet­ing for our con­scious­ness.

To­day a com­pa­ny’s im­age, iden­ti­ty and ideas trans­lat­ed through hun­dreds of mes­sages and con­tact points are more im­por­tant than the prod­uct it­self. In peo­ple’s minds, vi­su­al iden­ti­ty is the main en­try point in­to the com­pa­ny’s world: that which is en­coun­tered and rec­og­nized within the broad gen­er­al stream of noise; that which is in­te­grat­ed in­to each com­pa­ny mes­sage. In mass per­cep­tion, com­pa­nies are as­so­ci­at­ed with vi­su­al sym­bols.

When we look at the cur­rent lev­el of vi­su­al noise and how peo­ple fil­ter and re­call in­for­ma­tion, we are no longer talk­ing about com­pa­nies’ vi­su­al iden­ti­ty, but about their com­pet­i­tive iden­ti­ty among a va­ri­e­ty of sim­i­lar prod­ucts, ser­vices and cul­tures.

With a deficit of new forms and mean­ings that have al­ready been used and repli­cat­ed, and the lev­el of com­pe­ti­tion for con­scious­ness, to­day’s chal­lenge is to cre­ate an ef­fec­tive vi­su­al iden­ti­ty sys­tem. We can help rise to this chal­lenge.

We have stud­ied the over­all con­text and in­vent­ed an iden­ti­ty sys­tem that can cre­ate a holis­tic, rec­og­niz­able com­pa­ny im­age and con­vey its key ideas and mean­ings to the au­di­ence. A sys­tem that makes vi­su­al mes­sages rec­og­niz­able and mem­orable within the over­all flow of noise.

De­pend­ing on the si­t­u­a­tion, the fin­ished sys­tem may con­sist of one or two iden­ti­fiers and in­te­gra­tors, or a larg­er set.

It is im­por­tant for us that the so­lu­tion works in ev­ery sin­gle case and con­text. In cre­at­ing a sys­tem, we solve hun­dreds of in­ter­dis­ci­plinary prob­lems — com­mu­nica­tive, eco­nom­ic, aes­thet­ic, tech­no­log­i­cal and in­dus­tri­al. Our so­lu­tions are com­pre­hen­sive­ly thought through to en­sure their qual­i­ties en­able them to adapt to each par­tic­u­lar si­t­u­a­tion. For ex­am­ple:

  • Information on production capabilities
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  • Integrability to the medium
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  • Unity and character expressiveness
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  • Relevance of the meaning conveyed
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  • Scope of interpretation of existing meanings
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  • Connection with the cultural context
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The range of tasks and spe­cial­ists are formed in­di­vid­u­al­ly for each project, de­ter­mined by the si­t­u­a­tion and the prob­lems that need to be solved.

  • concept design
  • copywriting and screenwriting
  • CGI and photomanipulation
  • typography and lettering
  • complex layout
  • legal registration
  • production of goods
  • visual audit
  • business analysis
  • project management
  • art direction
  • 3d modeling
  • animation
  • photo

Usu­al­ly com­pa­nies ap­ply for our help when (1) their iden­ti­ty and im­age is dif­fi­cult to ex­plain and re­call; (2) peo­ple who come in­to con­tact with the com­pa­ny imag­ine it dif­fer­ent­ly ev­ery­where; (3) the com­pa­ny’s de­sire to form clients’ per­cep­tion lacks clear fo­cus; (4) the com­pa­ny has prob­lems with the qual­i­ty of vi­su­al dif­fer­en­ti­a­tion; (5) the vi­su­al ex­pres­sion dif­fers from mes­sage to mes­sage and chan­nel to chan­nel.