Travel brand of Uzbekistan
Uzbekistan is a unique country organically combining the traditions of ancient civilizations and modern trends. My task was to bring across the incomparable charm of the country that has absorbed the cultural traditions of the international population.
Arabic Kufic font was taken as the basis for creating the logo. Kufic writing played a big role in the further development of all calligraphy. The style has very clear, specific geometric proportions, the angularity and width of the letters are strictly sustained.
The sign is based on an eight-pointed Zoroastrian star. Eightfold symbolism was common in ancient civilizations of the East. The eight-pointed star has acquired a new philosophical meaning in the culture of Zoroastrianism as the seven stages and foundations of the universe, followed by the eighth stage - a new eternal life of righteous men.
The development of corporate identity elements was inspired by the heritage of the medieval artists of Uzbekistan. The nature of medieval art in the countries of the Middle East is very complex, like the other medieval cultures, it bears complex religious-mystical worldview, which is reflected in the contextual and deeply symbolic forms. In the Oriental art decorativeness acquired especially bright and peculiar features, becoming the basis of the graphic structure of the painting and giving rise to the richest art of patterns, which had a complex ornamental rhythm. In the design of architectural monuments in Uzbekistan, two types of patterns are distinguished: geometric - "Girih" and floral - "Islimi". Any Girih is mathematically aligned and built in a rational order, which allows creating a pattern from one infinitely and routinely repeated rapport. The success of ornamental Oriental arts is inconceivable without major scientific discoveries in the field of mathematics. To create the patterns, ancient masters used not just a simple, randomly invented contours, but figures arranged in a certain order.
