March 3, 2011 at 15:59Rebranding of the Nenets Autonomous Okrug
Not so long ago, one respected designer and studio of the same name spoke about the new corporate identity of the Kaluga region. Probably seen? Who has not seen - can admire here .
I would like to tell about our experience of territorial branding. Literally today, this has become possible and it is possible to officially announce the completion of rebranding of the Nenets Autonomous Okrug. The project was made by Notamedia . Perhaps this is one of the first examples of integrated territorial branding in our country.
Work on the new image of the district began with an audit of the existing brand and a series of studies related to the perception and attitude of the target groups towards the region. Taking into account the priorities and challenges facing the administration, the concept of a new NAO brand was developed as the North European pantry of Russia. A similar definition of the region, emphasizes its northern (in contrast to the Komi Republic) and European (in contrast to the Yamal-Nenets Autonomous Okrug) position, the presence of large and strategically important mineral reserves and resources (in contrast to all competing regions).
According to the developers, the new brand should differentiate the NAO in relation to competitors, to facilitate the influx of new residents and investments.
The symbols of the Nenets Autonomous Okrug before rebranding consisted of traditional heraldic symbols - the coat of arms and flag. To more effectively convey the characteristics of the new brand, a logo of the region was developed, which was based on the priority areas of the administration's work - people, deer, fish, oil. They were visualized in the form of icons, the style of which preserves the continuity of heraldic symbols and national patterns.
Color marking with various shades of blue reflects the features of the territory: low temperature, water, sky, snow, northern lights. The color of each square corresponds to the sign depicted: the blue color of the sky - with the icon of the national home (people), gray - deer horns, greenish aquamarine - fish and seafood, the darkest blue - oil.
The shape of the logo at the same time resembles the territory of the district, a national pattern, deer horns, a flying bird. Logo elements are a kind of designer. From them you can lay out any shape in the form of a mosaic with the required information message.
Based on this logo, a set of corporate identity for the region was developed, which includes a set of cards for all official holidays, a personal invitation, a wall calendar, envelopes and a congratulatory address.
Also within the framework of the project, a strategy was developed to promote the region and its brand’s interaction with all major target groups. The main audience the brand is aimed at is investors. An investment passport and a catalog of investment proposals of the district were compiled for them. This information served as the basis for a new site for investment proposals of the Nenets Autonomous Okrug (the site will open in the near future)
As a result of the work, the Administration of the Nenets Autonomous Okrug received a brand book containing a description of the brand concept and its platform, a guideline on the logo and corporate identity, as well as a description of the development strategy brand.
Since the completion of the work, too little time has passed to draw any conclusions. But now we can talk about the appearance on the map of Russia of a region with an expressive corporate identity; a region that will actively fight for "oil" dollars with the Yamalo-Nenets and Khanty-Mansi Autonomous Okrugs.
I would like to tell about our experience of territorial branding. Literally today, this has become possible and it is possible to officially announce the completion of rebranding of the Nenets Autonomous Okrug. The project was made by Notamedia . Perhaps this is one of the first examples of integrated territorial branding in our country.Work on the new image of the district began with an audit of the existing brand and a series of studies related to the perception and attitude of the target groups towards the region. Taking into account the priorities and challenges facing the administration, the concept of a new NAO brand was developed as the North European pantry of Russia. A similar definition of the region, emphasizes its northern (in contrast to the Komi Republic) and European (in contrast to the Yamal-Nenets Autonomous Okrug) position, the presence of large and strategically important mineral reserves and resources (in contrast to all competing regions).
According to the developers, the new brand should differentiate the NAO in relation to competitors, to facilitate the influx of new residents and investments.
The symbols of the Nenets Autonomous Okrug before rebranding consisted of traditional heraldic symbols - the coat of arms and flag. To more effectively convey the characteristics of the new brand, a logo of the region was developed, which was based on the priority areas of the administration's work - people, deer, fish, oil. They were visualized in the form of icons, the style of which preserves the continuity of heraldic symbols and national patterns.
Color marking with various shades of blue reflects the features of the territory: low temperature, water, sky, snow, northern lights. The color of each square corresponds to the sign depicted: the blue color of the sky - with the icon of the national home (people), gray - deer horns, greenish aquamarine - fish and seafood, the darkest blue - oil.
The shape of the logo at the same time resembles the territory of the district, a national pattern, deer horns, a flying bird. Logo elements are a kind of designer. From them you can lay out any shape in the form of a mosaic with the required information message.
Based on this logo, a set of corporate identity for the region was developed, which includes a set of cards for all official holidays, a personal invitation, a wall calendar, envelopes and a congratulatory address.
Also within the framework of the project, a strategy was developed to promote the region and its brand’s interaction with all major target groups. The main audience the brand is aimed at is investors. An investment passport and a catalog of investment proposals of the district were compiled for them. This information served as the basis for a new site for investment proposals of the Nenets Autonomous Okrug (the site will open in the near future)
As a result of the work, the Administration of the Nenets Autonomous Okrug received a brand book containing a description of the brand concept and its platform, a guideline on the logo and corporate identity, as well as a description of the development strategy brand.
Since the completion of the work, too little time has passed to draw any conclusions. But now we can talk about the appearance on the map of Russia of a region with an expressive corporate identity; a region that will actively fight for "oil" dollars with the Yamalo-Nenets and Khanty-Mansi Autonomous Okrugs.