Naberezhnye Chelny is a modern beautiful city located on the banks of the Kama River, an important industrial center of Tatarstan, the second most popular after the capital of the republic - Kazan. Over the past half-century, the city has rapidly turned into one of the centers of the domestic auto industry and has become famous all over the world thanks to the heavy-duty KAMAZ vehicles produced here.
The main task is to make the city more attractive by creating a new corporate identity (logo) that matches the image of a city with a high-tech economy.
The city of Naberezhnye Chelny
The city of Naberezhnye Chelny has an based on the coat of arms of the city. It was developed 16 years ago, but no longer meets the requirements of the time and does not affect the image of the city.
The problem of this work is that when developing a new brand name, one must take into account the weaknesses of the existing one.
The sign is overloaded with details, too verbose and fragmented. In today's dynamic world, laconicism is required. Also, it has no other constants and carriers of corporate identity.
Composing elements of the emblem of the city of Naberezhnye Chelny
Creation of sketches, selection of the best options.
In the Paris logo, I am considering, the boat also goes from coat of arms to logo. But the birth of the association "Naberezhnye Chelny - Tatar Paris" brings a positive and good mood. The sail on the boat transforms into a tulip flower or a bird flight.
During the work, the logo was reconstructed into a more laconic version.
There are three variations of the logo associated with the constant constant - "ship".
The first option is to use a variation of the logo in which "ship" becomes an integral part of the capital letter in the name of the city, namely in the word "Chelny". As a profiling color scheme of the proposed blue and white.
A kind of logo is also offered, where the sign is combined with a specially designed unique spelling of the city name "Chelny". The font is filled with wavy lines that represent the river. The logical location of the sign above the font composition is a sailboat on the waves.
Universal graphic writing can be used as a standalone element or in combination with a third logo option. The main logo color is deep blue, but may vary with other brand colors.
This version of the logo represents a sign placed against the background of unique abstract figures, against the background of a square, since this figure is conducive to stability in perception. The logo can be easily integrated into the entire communication. The white "ship" is easy to read.
There are 4 types of abstract figures in the logo: 1) the first letter in the name of the city “Chelny”; 2) the figure of the heart, which denotes a symbol of love, mercy and peace; 3) a tulip flower, which is inextricably linked with the Tatar culture; 4) the sail is a symbol of overcoming and movement against the elements.
All logos
It is customary to present modern corporate logos in combination with patterns for decorating souvenirs, outdoor advertising, and so on. This pattern is formed from fragments of the "ship", rhythmically arranged on colored squares based on a modular grid. It can be used separately from the logo without losing the recognition of the entire style.
In support of the developed corporate identity, a special decorative element was also developed - a linear image of smooth wavy lines repeating each other in a calm rhythmic system. This is a tribute to the image of the city on the leisurely Kama River. The sign of the ship is absolutely logically supported in this ornament.
Mocaps.
Creation of variants of business cards
Business documentation creation
Everything related to clothing
Souvenir products
Souvenir products
information stands provided.
The tasks set by the design project were completed:
- developed a complete corporate identity, including updating of existing elements;
- Created modern recognizable graphics in the environment;
- the image of the city has been formed, which attracts a wide target audience;
- conditions have been created to improve the status and image of the city, to attract visitors and partners.
- developed a complete corporate identity, including updating of existing elements;
- Created modern recognizable graphics in the environment;
- the image of the city has been formed, which attracts a wide target audience;
- conditions have been created to improve the status and image of the city, to attract visitors and partners.
