Breathing life into the brand
Brand identity development and guidelines for Renaissance’s chain of Aura malls, present across Russia.
Brief
Initially, Air was appointed to design concepts for the mall logo, but our involvement quickly grew to development and guidelines. A key request was to bring Aura to life, as previous iterations of the logo were flat and quite dull. The brand guidelines document was needed so the marketing team could manage the brand and communications moving forward.
Solution
We have employed a bold and vivid colour palette, using warm oranges behind the logo and cooler greens, blues and purples as secondary tones. This combination creates a striking and instantly recognisable look when applied to materials. Co text Corp was chosen as the typeface for its distinctive but fun and friendly look in both English and Russian type.
Result
The versatile graphic device styles offer flexibility for the marketing team; who are able to develop communications with a characteristic style that still look different every time. Since finalising the guidelines, Air has been appointed to review how the brand, and logo in particular, will be displayed on exterior facades.
