Tourism brand of Russia

Every country has a coat of arms, a flag, and an anthem — these are its visual and verbal attributes. Today, many countries also have their own brand. A country’s brand reflects its unique features, landmarks, and culture, helping to shape its image in the eyes of tourists and the world.

Services
Branding
Graphic
Industry
Art
Entertainment
Retail
Horeca

The logo is a stylized map of Russia, inspired by a Suprematist painting, highlighting the main and most characteristic tourist regions. Crimea, the Caucasus, and the southern part of Russia, The European Plain,The Ural Mountains, Siberia, Chukotka, Kamchatka, The Far East and Sakhalin, Lake Baikal.

The slogan is written using a specially developed unique typeface, “Russian,” designed for headlines and subheadings in both Russian (Cyrillic) and English (Latin). The font concept is inspired by the typographic works of Russian Constructivists of the 20th century, particularly El Lissitzky and Petr Galadzhev. The alphabet aligns with the typographic
elements of the logo and develops the ideas embedded in Russia’s tourism brand.

The tourism brand reflects the nature of Russia — no other place in the world offers such a diversity of climate zones, flora, and fauna. The Arctic, deserts, icy mountain peaks, and warm sea coasts, taiga, volcanoes, and deep caves — there are countless reasons to embark on a journey here. In Russia, you can see white and brown bears, the Amur tiger,
whales, walruses, and thousands of bird species. Untouched wilderness, pristine and unspoiled by humans, is preserved here.

The foundation of Russia’s tourism brand lies in the idea of its incredible diversity. The country encompasses subtropics and Arctic regions, deep lakes and towering peaks. But the vast territory is just part of it. Russia is home to dozens of cultures, where traditions of various peoples intertwine.

This project was created in collaboration with The Plenum agency..

Team

Vladimir Lifanov, Creative Director
Stepan Litvinov, Designer
Evgenia Maksimova, Designer
Sergey Rasskazov, Typeface Designer
Anastasia Khoroshilova, Designer
Marina Lokteeva, Account Director

Awards

White Square, Gold
White Square, Bronze
ADCR, Gold
Sreda, Bronze

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