Schotka is a conceptual project of the brand identity of the carpet dry cleaning company located in Moscow. The company carries out cleaning with special granules-sponges in the form of powder, which are removed from the surface by brush vacuum cleaners. “Schotka” does not specialize in wet cleaning, but delicately removes dirt and dust from the carpet, which gives the carpet durability, does not injure the pile and does not harm the environment. The essence of the brand is dry carpet cleaning as an innovative way to maintain order in the house, which reflects the needs of the target audience — young people aged 25 to 40 years.
In process of creating a corporate identity, the main source of inspiration was the goal of cleaning — freshness and order. Dry cleaning gives you confidence in the cleanliness of the house, enjoyment of the beauty of the carpet and peace of mind for your health.
The design concept is based on the symbol of dry cleaning of textiles, which is a circle. The purity and conciseness of this sign accurately reflects the values of the brand. Minimalism is also reflected in the color palette of the project: white and black colors were chosen for a bright demonstration of the contrast of cleanliness and dust. A corporate font was created from circles. Besides, carpet patterns and tools that are needed during cleaning are collected from the dry cleaning sign. It is important to note that this symbol formed the basis of the company name, which is why the usual letter “ё” in the Russian word “щётка” is replaced by “o” — «ЩОТКА» = «Schotka». The logo, separately and in combination with the corporate pattern, creates brand awareness and conveys a “carpet” flavor.
The corporate identity turned out to be clean, elegant and minimalistic. It has variability, which makes it easy to show the scalability of the circle on different media, and most importantly, the identity perfectly reflects the values of an innovative way of caring for the house.
Special thanks should be given to the Russian Higher School of Economics (HSE Art and Design School) and personally to the tutor Tanya Dunaeva.