Established in 2005, “Mann, Ivanov, and Ferber” were initially publishing translated books on business and marketing — paper, audio, and e-books. After four years it expanded the repertoire with non-fiction on wellness lifestyle and self-development. Since then, “Mann, Ivanov, and Ferber have been publishing popular bestsellers on psychology and modern foreign fiction for children and adults, printing comics, making board games, producing online and offline educational courses, holding fairs, and blogging. Audio and electronic books on business and marketing have been transferred to a corporate library application.

Readers and listeners began naming the publishing house by the first letters of the founders surnames, who nowadays acquired historical heritage status. Mann, Ivanov, and Ferber have become a myth, and the publishing house needed a contemporary visual language to show development towards educational platform and to validate the acronym assigned by its audience.

At the core of the renewed МИФ brand (Myth in Russian) is a metaphor for an endless flow of life changes and boundless cognition. Revealing the idea in different ways, the elements form a consistent visual system. The wordmark is in large uppercase letters, where Cyrillic “Ф” plays as an infinity symbol, that can be independently used as a logo. The bright gradient graphics express curiosity and desire for a new — four levels of color intensity change along with the geometry of forms depending on the type and nature of communication. The capital grotesque Aeroport typeface is paired with the italic antique Gauge Pro, which highlights keywords in large messages.

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