Stories of Russian brands with designs from foreign studios

Contents:

• Beeline Stripes
• MTS Egg
• And Much More
• Modern Rostelecom
• Citymobil in the Rhythm of the City
• Digital Severstal
• Fashionable Youth Sber
• Laconic Lenta

Large companies are priority clients for designers, as they offer significant budgets and can be a powerful addition to a portfolio. However, even leading Russian studios don't always manage to land projects with well-known brands, as many tend to outsource design services to international agencies. This creates competition and challenges Russian designers to improve their skills to attract the attention of major clients.

The justification for choosing contractors for corporate identity development is difficult to evaluate. It's interesting to note that there's a certain fashion in Russia for choosing design agencies. Some global companies consistently supply their services to the Russian market. In this article, we'll examine the results of their work, including both successful and controversial projects, to understand how they influence brand images.

This is one of the most famous branding agencies in the world, founded by two friends—advertising expert Wally Olins and designer Michael Wolff. Interestingly, the Wolff family are Russian emigrants who fled the country during the revolution. This agency's branding has become a symbol of a high-quality and creative approach to creating company and product images. Olins and Wolff were able to combine their skills, which allowed the agency to take a leading position in the market.

Wolff Olins is a leading design firm, working with clients such as Google, Uber, Amazon, and Skype. Founded in 1965 in London, the company expanded its horizons, opening offices in New York and San Francisco. Many well-known logos presented on the Russian market were developed by Wolff Olins, which underlines the high level of professionalism and creativity of the team.

Also explore: The orange square, the MTS "egg", and the logo that responds to voice: projects by the Wolff Olins studio. These innovative developments demonstrate a unique approach to branding and design, emphasizing the importance of user interaction and modern trends in visual identity.

Beeline stripes

The first logo of this mobile operator has probably remained in your memory. It became a symbol of the company's beginnings in the communications market and reflected its commitment to innovation. Over time, the logo has undergone changes, which emphasizes the evolution of the brand and its adaptation to modern user requirements. The operator's visual identity has always played an important role in its marketing strategy, creating recognition and trust among customers.

In 2005, Beeline initiated a rebranding process aimed at a radical update of its corporate identity. Wolff Olins, with its proven track record of creating visual communications for telecommunications brands, was the ideal partner. One of the agency's notable projects was the development of the Orange brand, which confirmed their expertise in this field. Wolff Olins proposed a unique "striped" concept that played on the Beeline name without resorting to a direct image of a bee. This approach emphasized the brand's individuality and allowed us to create a memorable visual style.

Beeline still uses its original logo, which, despite 16 years of existence, does not look outdated. This confirms the success of the work of designers from Wolff Olins, who created a bright and memorable visual image of the brand. The logo continues to effectively represent the company in the market, reflecting its values ​​​​and attracting the attention of consumers.

Study also: Orange square, MTS "egg" and a logo that adapts to voice commands: projects by Wolff Olins studio.

MTS Egg

A year after contacting Wolff Olins, Beeline's direct competitor, MTS, contacted the company. It is important to note that it was during this period that the company's first logo was developed, which became iconic for its brand. The logo became the basis for the visual identity of MTS, and its design reflected the company's commitment to innovation and modern technology.

The agency presented a new design with a logo in the form of an egg. This unconventional solution received mixed reviews and is still sometimes the subject of jokes. Despite its originality, the logo attracts attention and generates interest among the audience, which can play a significant role in increasing brand awareness.

The company's symbol remains mysterious, but its concept is relevant to this day. MTS carried out several redesigns, which concerned only details. The modern version of the logo is a red egg without a square base. Interestingly, this work was done in collaboration with a lesser-known foreign agency, ASVK Consulting from the UK.

Wolff Olins actively collaborated with Russia in the 2000s and early 2010s, but this collaboration has now ceased. Nevertheless, the visual solutions created by the agency continue to influence the Russian market. Beeline's identity has remained unchanged, and the MTS logo, although subject to minor updates, retains its core elements. Wolff Olins's work has had a profound influence on brand formation in Russia and remains relevant in the field of visual identity.

And much more

Wolff Olins has developed visual communications for such well-known brands as Alfa-Bank, GAZ plants, and Euroset. The agency's specialists have also worked with smaller companies, for example, the vegetable producer Belaya Dacha. These projects demonstrate Wolff Olins's wide range of services in creating and optimizing visual identities for various business sectors.

The history of Russian branding is intriguing thanks to Michael Wolff, who left the agency in the early 2000s to work independently. In 2010, he began updating the image of the Russian bank Life, which was renamed to the positive "Poidem!" As part of the new visual style, images of cats were introduced, which became a relevant trend in the future.

Informal design for a financial institution is a rarity in the Russian market. Clients, who are usually cautious about loans and deposits, may feel uncomfortable with friendly design elements. Despite the lack of wide recognition, the bank has continued to operate for ten years, which in itself is a positive result. The unique style of "Poidem!" distinguishes it from competitors and creates a unique image in the financial market.

Wolff Olins actively collaborated with Russia in the 2000s and early 2010s, but this collaboration has since ceased. Nevertheless, the visual solutions created by this agency remain relevant. Beeline's identity has retained its original form, and the MTS logo, although updated, has remained virtually unchanged. These developments continue to influence the visual identity of brands and their perception by target audiences.

Modern cases show that in recent years, the Saffron agency has been actively collaborating with various companies. This agency was founded by Wally Olins and celebrates its 20th anniversary this year. Saffron's portfolio includes successful projects for companies such as Siemens, YouTube, and Facebook, as well as other large global and Russian corporations. The partnership with Saffron underscores their expertise in creating effective brands and strategies, making them a significant player in the market.

Modern Rostelecom

Until 2018, Rostelecom's brand symbol was a stylized ear, reflecting its positioning as a telephone company. During this period, the company actively developed its telecommunications services, focusing on improving connection quality and expanding user capabilities. With the transition to new technologies and services, the brand has changed its visual identity to emphasize its evolution and commitment to innovation in the field of communications and digital technologies.

Due to the provider's focus on digital technologies, new services and tariff plans were introduced, which became the basis for a rebranding. Two agencies collaborated on this work: Russian Bootleg and British Saffron. The rebranding is aimed at improving user experience and meeting modern market requirements, which allows the company to remain competitive in the digital services sector.

Work on the company's new image took a record-breaking eighteen months, a significant amount of time even for large corporations. A Russian agency developed the strategy and positioning, while Saffron was responsible for the design update. The new logo, featuring a twisted ribbon, symbolizes the human aspect of technology, and an expanded color palette made the company's identity more adaptive and modern.

Citymobil in the rhythm of the city

Previously, one of the main symbols of this taxi service was orange checkers, reminiscent of the architectural elements of buildings. These checkered patterns have become an integral part of the brand's visual identity, distinguishing it from other taxi services. The orange color symbolizes speed and accessibility, making it appealing to customers seeking fast and convenient transportation. The brand continues to develop, preserving its traditions and introducing modern technologies, which allows us to improve the quality of services provided and maintain a high level of customer service.

In 2021, the company unveiled an updated visual concept, centered on a font logo with dynamic letterform changes. This logo symbolizes the rhythm of the big city and includes an animated version designed for online use. The updated identity emphasizes the modernity and dynamism of the brand, adding uniqueness to its presence in the digital space.

Citymobil is an innovative taxi service developed by Saffron Brand Consultants. The platform provides users with convenient and fast access to transportation services, ensuring comfort and safety during travel. With Citymobil, you can easily order a taxi through a mobile app, making the booking process as simple and accessible as possible. Using cutting-edge technology, we ensure high-quality service and customer satisfaction. Citymobil strives to become a leader in the taxi market, offering competitive prices and reliable service.

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The American studio Contrast Foundry developed the font and logo for Citymobil, while the Saffron team oversaw the overall identity update. The full case study is not yet available on the agency's website, but the company is actively implementing the new style across its website, mobile app, and social media. Citymobil's new visual style is aimed at improving brand recognition and creating a modern image, which helps attract new users and increase the loyalty of existing customers.

Landor & Fitch is an international branding agency with a rich history, founded in 1941. From its first office in San Francisco, the company has significantly expanded its presence and today has representative offices around the world, including Moscow, where it has been operating since 2012. Over the years, Landor & Fitch actively collaborates with Russian clients, offering innovative branding and marketing solutions.

The opening of the office was an important step in expanding cooperation with Russia. Despite Landor & Fitch's previous absence from Moscow, large companies continued to commission identity creation services overseas. For example, the agency's experts successfully rebranded Siberia Airlines, transforming it into S7, and updated its visual communications. They also worked on the rebranding of companies such as Tele2 and Tatneft. Let's look at the most relevant and recent cases to understand how Landor & Fitch helps businesses update their image and reach new heights.

Digital Severstal

Before the rebranding, the Severstal logo had the following design:

In 2020, the company decided to expand its product line and introduce new services. Landor & Fitch developed an updated corporate identity and expanded the brand's color palette. Given that consumer communications shifted significantly online during the pandemic, the logo was simplified for easier use in digital formats. Original patterns and icons were integrated into the new visual style, significantly enhancing the brand's appeal on digital platforms.

Fashionable youth "Sber"

Last year, one of the most discussed rebrandings was implemented in partnership with Landor & Fitch. The old Sberbank logo looked like this:

Sber's rebranding turned out to be radical. The bank's new corporate identity, while not as playful as that of its competitor, Poidem!, still demonstrates an informal approach. This update reflects the company's desire to adapt to modern trends and consumer expectations, while maintaining its identity.

The rebranding work was carried out by the Landor & Fitch agency with the involvement of other studios, such as Shchuka, Paratype, Superdesigners and Media.Work to perform specialized tasks. The main goal of the rebranding was to form a modern image of the bank and create an ecosystem of services. Sber's new design has sparked a variety of reactions: it became the subject of discussion on social media and received critical feedback from professionals, including the Logomashina studio.

A Laconic "Lenta"

The hypermarket chain announced a rebranding in May of this year. The new logo replaced the old one, which depicted a sunflower with petals. The rebranding is aimed at updating the company's image and improving its perception in the market. The new logo design reflects modern trends and brand values, emphasizing its commitment to innovation and improving customer service.

The company intends to develop new retail formats, including minimarkets, supermarkets, and online sales, which necessitates a rebranding. The new logo features a minimalist and modern design: the sunflower image has been updated and the corporate font has been changed. The rebranding is aimed at attracting a new audience and improving brand awareness in the face of increasing competition in the market.

The Landor & Finch, in collaboration with Lenta's brand specialists, developed a new corporate identity, which will soon be rolled out. Signage at all hypermarkets is expected to be replaced soon, along with the opening of new stores. The updated design will improve the brand's visual identity and attract more customers. Not all major Russian brands are developed by foreign agencies—there are also outstanding domestic examples. Ozon's identity was created by the Russian agency Red Keds. The Perekrestok chain's corporate identity was developed by Suprematika. Lamoda's visual communications were created by the Shchuka agency. Russian designers also sometimes collaborate with their Western counterparts to solve specific problems and share experiences, which contributes to the development of the creative industry in the country. Learn more about design by subscribing to our Telegram channel. We share the latest news, useful tips, and inspiring ideas in the field of design. Join us to stay up-to-date with exciting content and expand your knowledge of today's design trends.