Design4Ukraine offers a new concept of Ukraine's visual identity

/ Design /

The Design4Ukraine association presented the author's vision of the visual brand of Ukraine. The concept envisages the organization and creation of a single design system of Ukrainian symbols. 

According in words co-founder of Design4Ukraine Yaroslav Belinskyi, now Ukraine already has a number of high-quality elements of identity that do not need to be changed. 

In particular, we are talking about the trident logo, the color palette of sky and gold, which was "branded" in Pantone the day before, as well as the Kyiv Type font, designed by Dmytro Rastvortsev. 

State identity elements that do not require changes. Image: Yaroslav Belinsky

On the basis of Kyiv Type, by expanding the number of characters and making some changes, you can create Ukrainian Type, says Yaroslav Belinskyi.

"Half of the graphic designers already use it to represent Ukraine abroad, developing posters, banners, identities for cultural forums, exhibitions and festivals."

At the same time, the team draws attention to the fact that the lack of a single concept of the Ukrainian brand is "eroding" the country's image for the world community. 

"Currently, we have a situation with national identity, when several brands of different years blur the image of Ukraine. The situation with the visual identity of state institutions and ministries is somewhat better, but it also needs to be organized and systematized," Yaroslav Belinsky noted.

In recent years, various companies have been implementing their own variants of identity. Image: Yaroslav Belinsky

In his opinion, the concept of visual identity of Ukraine should combine the past, present and future of the state. 

"There was a good attempt to modernize the logo and style for the Ministry of Foreign Affairs from the 3Z design studio, which was soon copied by other ministries, but something went wrong... Now it resembles chaotic interpretations of what was once a good idea," says the graphic designer.

Identity of state institutions. Image: Yaroslav Belinsky

Design4Ukraine also notes that it is necessary to rethink the design of the Ukrainian passport. The form of the Norwegian document is given as an example.

"Are we as proud of our passport as Estonians, Britons or Americans? "It works" for sure. This is a pleasure of the highest quality: to see how the faces of foreigners stretch out in surprise when they see the cool and convenient interface and functionality of the "Actions" application. However, one of the most beautiful paper passports is the Norwegian one. Why? Because it shows the Milky Way at night," the organization explains.

Case with Norwegian passport. Image: Yaroslav Belinsky

The team demonstrates the importance of identity, which plays an important role in shaping the state's image on the international arena, using the Swiss example and calls on them to adopt this experience.

"The same Swiss are extremely proud of their symbol, that's why they mark most of their goods with it. For decades, the Swiss cross began to be perceived as a sign of high quality.

The attention of the whole world is now focused on Ukraine. Everyone wants to touch Ukrainian culture, even with a little finger. It is necessary to use this "window of opportunity" and start creating a strong image of the brand of Ukraine, which will soon generate the added value of domestic products", says Yaroslav Belinskyi.

Comparison of Ukrainian and Swiss coats of arms. Image: Yaroslav Belinsky

At the same time, the creators propose to approve the Small Coat of Arms of Ukraine as the Main Coat of Arms and get rid of the "archaic big one".

According to Yaroslav Belinskyi, Ukraine should abandon "archaic", complex symbols. Image: Yaroslav Belinsky

"Ukraine is not an empire to flaunt a motley mosaic of trophy coats of arms of lands collected over several centuries of expansionist policy. We have a completely different role and path. We are the leader of the free world."

 

 

 

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