Corporate Identity: Department of Entrepreneurship & Innovative Development of Moscow AdWorm
Task
– New visual identity for DEID from scratch; – Building an image of DEID as the main growth driver for the SME sector in Moscow; – Brand dilution control: integrating an array of stylistically diverse subsidiaries of DEID into a unified visual system; – Visual positioning of Moscow as a business-oriented brand – a comfortable and effective business environment.
Ideas and solutions
Visual metaphor, representing DEID’s brand essence “a city of growth”, was an ascendant graph (“curve”). The need to bring together diverse subsidiaries, programs, sub-brands and carriers into a practical visual system dictated a dynamic identity solution. We forewent on the dominating role of the logo, making the “curve” the key adaptable style element. This approach allowed highlighting DEID as a flexible modern organization, able to respond to hot economic and social challenges quickly and efficiently. Results: – A new dynamic corporate identity for DEID, based on a visual metaphor of growth graph / ascendant trend. The identity is laconic, concise, intuitive, flexible and adaptable; – DEID’s new corporate identity was presented to the target audience as part of a wide-reach anti-coronacrisis campaign “Moscow Comes To Rescue! Subsidies for Small Business!”; – Building a visual association between financial relief measures offered to SMEs by the city of Moscow and DEID; – Visually integrated the whole array of subsidized products for SMEs offered by the Moscow Government. The first integration of DEID’s new corporate identity into public communications occurred in spring 2020 as part of the regional anti-coronacrisis campaign aimed to support SMEs “Moscow Helps! Subsidies for small business".
