Horovod.Space is a real estate and territory development ecosystem with a wide range of interests, including IT systems, the arts, finance, and architecture. They assist urban, regional, and real estate development by creating sustainable and marketable strategies and offering cutting-edge solutions in marketing, technology, architecture, and the arts. To highlight their fresh approach to development, we’ve created a visual language that builds on the meaning behind the brand’s name.

“Horovod” (Ancient Greek: χορός — dance ring, also known in Rus’ as karagod, tanok and krug) is an ancient East Slavic and pagan art form, a combination of ritual or non-ritual performance, circle dance, chorus singing and playing instruments. People engage in this ritual to generate communal energy. We wanted to capture these waves of energy and incorporate them into our design concept. The name has a distinct rhythm. It also serves as a metaphor for constant movement, change, and the search for new meanings and forms. To represent this in the brand’s graphics, we make a visual comparison between the areas transformed by the company and the dance’s invisible internal space.

On each medium, a new “horovod” is formed from several points that are dynamically spun to create unique shapes within a single visual system. We use typography and colour coding to make each of the brand’s many projects and directions stand out. To keep the brand identity consistent across mediums, we adapted horovod.space’s new visual language to their logo, website, social media templates, and merchandise.