School of Ambassadors of Moscow.

Moscow has a huge potential for tourist interest. Moscow as a real capital is very diverse, interesting stories are hidden behind every turn of the old streets and it is impossible to associate Moscow with any one minimal set of recognizable symbols. While studying the city, the future ambassador discovers it anew, like a student discovers a primer at school. Creating an opportunity for Muscovites to gain the necessary expert skills to engage in travel design – to transform their personal knowledge into interesting stories that can potentially become a new tourist route available to those who wish-these are the tasks of the School of Ambassadors of Moscow.

For the construction of the identity, a typographic solution was chosen, based on the principle of typographic eclecticism: the Old Russian script, interspersed with the cursive script and recognizable fonts of the avant-garde artist Sergei Chekhov, form a bizarre alphabet, on which the entire identity system is built, multi-faceted, combinatorial, reminiscent of the connection of generations. The color scheme is laconic-bright red color has long been considered the corporate color of the city , which made the style bright, clear, attractive, like Moscow itself.

The typographic solution is easily scalable for different merchendise means. It is very natural to place it on t-shirts, cans, pens, billbords, dairies and other printable formats. Social media formats are also important especially for the Project related to City guides, maps etc., so the design is also finely fits the Smartphone or Tab screen area for smart and recognisable navigation.
The project has been awarded among other students concepts for the School of Ambassadors of Moscow.

Special thanks should go to the Russian Higher School of Economics (HSE), the project curator Dmitry Chernogaev and Leonid Slavin – the head of the Master’s program Art direction.