The Symbol of Uzbek Soum (Currency)
Working Group: ACIM Marketer: Normurod Khasanov, Marketer: Kamila Ekhalkina, Copywriter: Karina Ekhalkina. Idea and Design: Normurod Khasanov, Kamila Ekhalkina.

Task: There was a competition to design the symbol of Uzbek Soum announced by the Central Bank of Uzbekistan in February 2022. Thus, we decided to participate in this competition with our own concept. Before proceeding to the design stage we have made some research on the project. As a result of our primary and secondary research, we have combined many ideas. There were a lot of ideas but we followed the competition’s brief where exact requirements were written by Jury under the Central Bank of Uzbekistan.
So we decided to stay with this idea with two letters “O’S” combined where the letter “O’” means the beginning word of our Country (Uzbekistan /O’zbekiston) and the letter “S” means the beginning word of our currency (Soum/So’m).

Furthermore, there were other associations in our symbol where we take the ornament from our national hat/cap named “Doppi”.
Our symbol has several advantages:
– Adaptive;
– Unique, not similar to other currency signs;
– Integrated with fonts;
– Easy to write by hand;
– Meets all the requirements of competition;
– Combined with national symbols.
Unfortunately, In the end, we could not win the competition. The competition was unfair because the wined symbol is not even meet the requirements of the competition. However, many people loved our Symbol and started to discuss the advantages and disadvantages of the work we did. In Social Media, we have got more than 60K views, 1,5K Likes, and 20+ Shares.
By participating in this competition we wanted to create a good design for our Symbol and our goal was not to win the competition. However, we also could not pass this away as it is a national Symbol and it has a huge responsibility. So we did this work for our Country.