Molodaya Gvardiya Identity
Molodaya Gvardiya – Nationwide social organization, which supports ideas of Edinaya Rossiya political party and sets appropriate projects with involvement of youth.
One of the important projects of the movement are the construction squads. This format is widely known in many countries of former USSR and in Russia. Key task of the squads is the use of the power and energy of youth as an additional assistance in realization of construction projects of national importance, and to unite youth within projects, grow up youth with the respect to labor. Construction squads used to take part in such famous construction projects like: Baikal-Amur Railroad, Bratskaya hydro electric station, Olympic Games 80, Belomor-Baltic channel, Sayano-Shushenskaya hydro electric station as well as in large number of residential building, plants and other large projects.
Since 2033 in Russia the idea of construction squads was reloaded and they were set in several large companies and organizations, including Molodaya Gvardiya.
The target was to renew the interest and popularization of this idea among youth, before such important projects like APEC summit in Russia, Olympi Games in Sochi and others. Molodaya Gvardiya asked us to create bright and attractive image of the construction squads among potential members and also to create a design system that could work within the hierarchical system of identification – by subordination, by geography and by organization type.
The target was to renew the interest and popularization of this idea among youth, before such important projects like APEC summit in Russia, Olympi Games in Sochi and others. Molodaya Gvardiya asked us to create bright and attractive image of the construction squads among potential members and also to create a design system that could work within the hierarchical system of identification – by subordination, by geography and by organization type.
Symbolics and uniform of construction squads always used to be an important part of the «romantism», self-awareness of the members, a thing that differed them in the society, something that gave them feeling of being part of something big and important. Signs, chevrons, stripes and other elements were cult with own laws and visual language, they were strong emotional parts of the squad. That’s why in design, from one side we tend to create attractive and trendy image, and from another – to keep that bond of feelings about historical squads, to translate the romantics and feeling of freedom, which are like satellites for youth in such projects.
