Сочилинии: брендинг города Сочи


FAKESTIVAL — первый и единственный фестиваль рекламы и дизайна, на который принимаются только нереализованные ранее рекламные или дизайн-концепции — побудил брендинговое агенство TOP воплотить в жизнь свою давнишнюю идею о создании бренда города Сочи. «Так как TOP очень молодое агентство, мы на протяжении двух лет были вынуждены откладывать разработку бренда города на потом, занимаясь коммерческими проектами, — рассказывает Анастасия Чуприна, генеральный директор компании. — Но сроки подачи заявок на участие в FAKESTIVAL заставили нас собраться с мыслями и очень оперативно создать логотип для Сочи».

 

2

Идея

 

Простота и открытость — это то, что лежит в основе городской айдентики по версии TOP. Перед дизайнером стояла задача создать логотип, который бы подкреплял уже устоявшийся статус Сочи в качестве города, где собираются молодые прогрессивные ребята, но в то же время не шокировал представителей старшего поколения и был понятен даже ребенку.

 

Хотелось объединить ключевые особенности города — линию гор, линию горизонта, протяженность береговой линии — в один очень простой символ и сделать это так, чтобы он не был фиксированнымИгорь Колычев, дизайнер TOP brending agency

 

Так появилась бесконечная линия, которую легко запомнить и повторить, а также трансформировать во все что угодно. «Мы сделали логотип легко адаптивным ко всему: социальным проектам, спортивным и музыкальным фестивалям, навигационным системам, — подмечает Настя. — В его динамику осознанно заложен образ безграничных возможностей города».

 

Развитие

 

«Сочилинии» — это скорее просто идея, которую на данный момент TOP хочет за собой «застолбить», представив в конкурсной программе FAKESTIVAL. «Мы не то чтобы не претендуем на призовые места, просто пока эту работу рано оценивать с точки зрения готового проекта, — говорит Игорь. — Этот концепт нужно еще допиливать и допиливать. В конечном результате, возможно, что-то изменится, появится множество вариантов использования, горизонтальные и вертикальные версии, примеры городской навигации. Может быть, мы даже сделаем презентацию листов на сто».

Настя в свою очередь глубоко верит в то, что их логотип станет официальным брендом города Сочи в результате упорной работы по продвижению его концепции среди действительно заинтересованных в этом людей, и речь не об администрации города.

 

Да, для нас не принципиален вопрос выиграем мы или нет, результат конкурса никак не повлияет на наши дальнейшие действия. Наша ключевая задача — сделать так, чтобы этот логотип стал официальным. Мы хотим пойти не по тому пути, который лежит из администрации в массы, а наоборот — из масс в администрацию. Многие ошибочно полагают, что у города уже есть логотип, который был разработан к Олимпийским играм в Сочи и по сути никогда не был брендом города, так как на юридической основе принадлежит Международному олимпийскому комитету и является брендом конкретного мероприятия. Вообще, мы считаем, что бренд города должны разрабатывать те люди, которые в нем живут, понимают его внутренний мир и которые хотят задавать определенный вектор его дальнейшего развития.Анастасия Чуприна, генеральный директор TOP brending agency

 

Значение

 

По мнению Насти, брендинг — это абсолютный must have для прогрессивного города, тем более такого амбициозного, как Сочи. Это своего рода новый этап развития местности. Для чего городу нужны новые развязки, тоннели, центры культуры, университеты? Та же история и с брендом города. На данный момент у Сочи есть отличный контент, который состоит из образованных людей, прогрессивных мыслей, новых пространств, но соответствующая айдентика города, к сожалению, отсутствует.

«Если говорить о сверхзадаче, — подытожил Игорь, — то нам бы хотелось, чтобы в Сочи было много новых крутых вечеринок, фестивалей столичного уровня, образовательных программ и пр. И если каждый уже сейчас начнет заниматься тем, что может здесь изменить, то город станет лучше существенно быстрее».

 

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9 комментариев

  • Легкий! Свежий!
    Очень нравится идея и воплощение. Молодцы ребятки.

  • Согласен. Стильный минимализм.

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