In Russia approved a tourist brand in the style of Suprematism
The Public Council of Rostourism approved the final version of the tourist brand of Russia, it is designed in the style of Suprematism, and its motto is “Russia – the whole world”.
Oleg Safonov, head of Rostourism, reports that the implementation of the project to create a Russian brand has been going on for several years, and most countries have it.
At the initial stage of creating the brand, an open competition was held, which received more than 10 thousand options, three winners of the national competition were awarded. Then there was the stage of working with professional branding companies in Russia.
In the final competition, 30 brand strategies participated, 10 finalists were selected, and three final proposals were received, they were able to reach the high jury.
The winning concept is a sign in the style of Suprematism, and the motto “Russia is the whole world”, they received the majority of the votes of the jury. Suprematism is a cross-cutting topic in Russian culture, and we have found communication tools that will allow us to represent the country in this brand. A metaphor is a picture that represents a map of the country. It understands the details and at the same time remains recognizable, said Alexey Andreev, head of the Association of Branding Companies of Russia.
Rosturizm will register the sign, the format and conditions for its use will be considered.
The brand has long been coordinated by a commission chaired by Deputy Prime Minister Vitaly Mutko. The topic of suprematism did not suit high-ranking members of the jury, including the press secretary of the President of Russia D. Peskov, the official representative of the Russian Foreign Ministry M. Zakharova, the Minister of Culture V. Medinsky, the head of the World Tourism Organization T. Rifai.
“Yes, it is rumored that some of the decision makers did not like our concept. However, in the mechanics of the competition there is no option that the volitional decision of the management can unfold everything and, for example, vote again or replace the winning project with some other. You can only sign the protocol or not sign it, said Ilya Lazuchenkov, managing partner of the Plenum strategic marketing agency, one of the authors of the concept.
At the first stage of the competition in September 2015, the largest number of votes was received by the work that was not included in the finals of the competition: the drawing of a resident of Ulyanovsk A. Abramova received 2,122 votes: the logo depicts a good-natured bear with a balalaika, he looks out of the forest, and demonstrates that he is happy with the guests.