Identity for guides in the regions of Russia. The brand expands the boundaries of the idea of ​​the country. There are many good paper guides to major cities of the country, but not about the regions, guides “not only” show local places and tell up-to-date information about them.
The corporate identity is built on a metaphor. It’s like we look through binoculars and focus on what we didn’t notice before. The whole system is built on a grid that I took from binoculars – a grid of two intersecting lines indicating coordinates, and photographs of cities, processed in such a way, again, as if we were looking at them through binoculars. The name “not only” means that Russia is not only the capital and other large cities, there are also regions with their own exceptional heritage. Guides focus the reader’s attention on them. The logo is scalable, the letters of the name are on a grid, it can adapt to different formats and exist as a frame – it holds the corners of the composition. The copyrights say that Russia is not only a progressive capital, that regions are not only houses – matchboxes, not only a lonely monument in the city center, not only a single shopping center, but also outstanding architectural and natural monuments, local brands, creative associations and so on.
I created the basis for the corporate identity: I made the covers of the guides, two series of posters, business cards, merchandise consisting of a hoodie, a bag, stickers and postcards, and showed what the layout could be.