Russian branding has long been ready for a large‑scale event that will bring together all market participants. Industry experts needed a professional platform to exchange experience, clients needed a way to find reliable contractors, and agencies needed a platform to showcase their best cases.
Problem
This is how the First Branding Festival was created — and it obviously needed a name and corporate identity to establish the event as a starting point for the industry from the very start.
Solution
The name “OSNOVA” was designed as a concise reflection of the festival’s core idea — the foundation on which the industry stands. The basis of the identity is a grid that accurately conveys the essence of branding as a space where structure and creative freedom exist in harmony. It functions simultaneously as an interactive whiteboard, a tool panel, and a creative space. The grid module is built around the letter “O,” which alludes to the festival’s name and the very concept of the foundation. Based on this module, a monospaced font was developed. The grid set the boundaries and, at the same time, opened up space for unexpected typographic solutions, and expressive icons emerged from its elements. The strict geometry was broken up with an accent yellow color, highlighting the main elements in the font and graphics in the same way a highlighter marks the important information in a text. Moreover, industry festivals have never had such a color before.
Results
The result is a flexible and versatile identity that can be applied to any formats and media, scales effectively, and still remains recognizable, just like the branding itself.
