Eksmo is one of Russia’s largest publishers meeting the challenges of a highly competitive market place, which requires the publishing of content via traditional, new and emerging media. A ‘turning point’ idea has been adopted to demonstrate the role Eksmo plays in the Russian publishing world. Eksmo is a turning point for authors, business partners and readers. The brandmark is a literal representation of the turning point, made up of two dynamically intertwined lowercase Es that read in both directions for Russian and English audiences.