City of Kazan. The Kazan ZooBotGard’s Brand Identity
The competition in the corporate style of the Kazan Zoological and Botanical Garden (ZooBotGard) was attended by 75 design studios. In the finals, 14 teams from Moscow, St. Petersburg and Kazan were present. Their fate was decided by a professional jury headed by the Mayor of Kazan. The first place was won by Kazan-based «Maksat» Bureau (congratulations!), the second place and two special prizes of the jury and the Mayor of Kazan were awarded to WOWHOUSE team.

“The creative level of applications was so high that everything was decided by literally one vote. As the Jury Chairman and as the Mayor of the city, I took the initiative and announced a special prize for a very worthy participant – WOWHOUSE Company”. 
Ilsur Metshin. The Mayor of Kazan, President of the jury.

We are snow leopards. We live in the Kazan Zoological and Botanical Garden. 

We gave a universal logo. With its help, it is easy to tell any story. 

Even our plants can tell themselves about their exhibition. 

The logo is wild and beautiful, just like the animals themselves. Its main character is a snow leopard, the symbol of the Garden. And the logo’s three lines tell about three components of the project: zoology, botany and, actually, what unites them — i. e. a place for happy rest — the Garden.
As our Snow Leopard says: “It is wonderful and unrepeatable and, at the same time, very simple. Once you’ve seen it, you won’t forget it. What else is needed for a good logo?”

We not only talk, but we play.
This not only a directional sign showing the way to the cages with most popular animals, but also a photo stand-in – you’ll have fun taking a picture of yourself inside it.

Playing – that’s what differentiates us from other zoos. 

Directional signs. Each climatic zone of the Garden is symbolized by a relevant plant. Zambezi – a cactus. Ussuri – a birch. Branches are arrows showing the direction. And every tree is an animal’s or a bird’s house. 

“WOWHOUSE has a very good communication concept; in other words, how to communicate with the audience, how to modify additional objects. That, too, pleased the majority of the jury.” 
Ilya Ruderman, Art Director of Moscow Design Studio, a co-founder of Type Today.

Pavilion signs 

Indoor signs 

“…To be honest, I gave the first place to WOWHOUSE, and the second to the company «Maksat». From my point of view, «Maksat» is undeniably recognizable, as specifically Kazan-based, Tatarstan-based. It has totally recognizable and unforgettable graphics.
At the same time, WOWHOUSE has achieved a much deeper elaboration of the system of interaction of graphic information and space; they offered a very interesting solution of engaging children and visitors in the life of the zoo. So, I think a lot of people in the jury were torn between the two teams and kept racking their brains until we, after all, decided that we wanted our zoo to be absolutely unique and recognizable, as our native area.”
Tatyana Prokofieva, Kazan’s chief architect

Carrier pigeon 

And, of course, the whole project is based on the uncompromising graphics by the great and sunny Yegor Khodeev. Hooray! Hooray! Hooray!

City of Kazan. The Kazan ZooBotGard’s Brand Identity
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City of Kazan. The Kazan ZooBotGard’s Brand Identity

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Published: