Election logo for 37 million VS. for 75 thousand

" Logmachine " presented its concept of the "Election", making it 500 times cheaper

Remember the scandal around the logo of the presidential election for 37 million rubles?


Approved logo of the presidential election - 2018

The logo caused a violent negative reaction in social networks and the media: it was called "primitive" and even "stolen":
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Public reaction

Yes, our studio does not like this design either, and now that the hype has subsided, we can look at this event from the point of view of design and offer our own vision of a good style of “Election 2018”.

Problems of the original logo

In short: readability, adaptability, idea

Problem 1: readability

Here is the criterion by which each of us can evaluate the graphics: “How well are the elements in small size and when blurring?”

Let's make a simple readability test:


When blurring, the subscript merges into porridge, exactly like the "fat" letters in the title


Passing by such a banner is impossible to understand what it was about

The fact is that we often see logos on the go and / or from a distance, so it is important to take this into account when developing.

Problem 2: Adaptability

The lion's share of problems with readability arises from problems with adaptability. With the election logo, the designers clearly did not think how to use it in a small format:


Well, nothing is visible


Due to problems with adaptability, style is very difficult to use on proprietary media.

Problem 3: poor understanding of purpose

That's what's important to keep in mind when developing branding: the idea, the message, the goal.

The goal of election branding is to remind and motivate.

In our opinion, the current design does not cope with any of these tasks: because of a lot of technical problems and lack of thoughtfulness, the style looks boring and does not motivate to be at least somehow involved in the elections.

What do we offer

Based on the problems of the original logo, we propose to simplify the sign and think up adaptability, as well as add an idea.

Concept 1: simplifying the sign

We leave the Russian tricolor in favor of continuity, but noticeably refresh the style:


Before after

Thanks to the modern minimalist style, the logo has become easier to use. Now the sign can "live" apart from the name:


Adaptability is evident


Badge example

This style is easy to use on the website, in the application or on other media for navigation:


An example of tagging the nearest polling station


Sample banner at the bus stop

In addition, this style looks clean on any type of documentation:


Cleaned the notorious bulletin


Polygraphy


Tried on a transparent bag

Concept 2: focus on the idea

To make the style different from any other state project, it needs at least some uniqueness and its own idea besides common slogans on posters.

We liked the idea with the hands of people of different professions and occupations on large media like propaganda posters and banners.

On such large carriers, you can completely abandon the use of the logo itself, and focus on the images and figures of 2018:


Propaganda poster


The concept of large posters


Agitation banner


Sidewalker Banner


The concept of the poster, smoothly turning into a minimalist bench


Cabin decoration

Conclusion

It is obvious to us that the designers have approached the task carelessly, and in fact we have shown far from all the ways we could go to make it better. There is a suspicion that for such a heap of money it was possible to develop a more thoughtful and holistic corporate style, so if you are already sawing - ask for a design in some good studio.