Exhibition brand identity "Not by word, but by deed»

Exhibition branding – is a system of visual and verbal elements that define a unique image and style of the exhibition, reflecting its concept, theme and objectives. We will tell you about the main basic elements of the exhibition brand identity «Not by word, but by deed»: logo and graphic elements, colors, fonts. We will also talk about the language of communication and the design of halls in accordance with the exhibition brand identity.

1. Exhibition logo
A graphic symbol or sign created specifically for an exhibition that sets it apart from other events and helps it to be recognized and remembered.

The image above shows the exhibition logo – text and graphic elements: two intersecting lines, one of which symbolizes the river. The corporate colors of the exposition palette, the conceptual symbol of the exhibition – the river, basic fonts are used.

2. Graphic elements
Visual details unique to the exhibition such as patterns, backgrounds, symbols that enhance the overall style and reflect the theme of the event.

The symbol around which the whole concept of the exposition is built is the river. This choice was made for a reason: in the literal sense, the river is the rivers on which both Peter and Demidov grew up. In the figurative sense, the river symbolizes the flow, movement, turning into pouring red-hot iron – another symbol of the Ural factory worker.
Peter the Great built a city on the Neva River, erected a fleet that traveled on the rivers, and established river communication.

Nikita built a network of ironworks on the rivers of the Urals, rafting materials and finished iron products by water. The power of the river flow spun the water wheels of the factories, giving them energy. The rivers became the main operating artery of the economically growing state, either merging together or spilling over on different sides.
All of the drawings on the screens are in a uniform style of line art. Visually, such pencil illustrations hint at the phenomenon of Peter the Great’s engravings, which emerged and became popular during his reign.

3. Color palette
A specific set of colors used in the design of exhibition materials, posters, brochures, stands, etc. The color scheme is selected in such a way as to reflect the nature of the exhibition and create the desired mood.

We took two contrasting colors as a basis: turquoise and orange. Then we followed the path of the most appropriate tonal colors: white, two shades of gray. The spatial color of the exposition is black.
The choice of this color scheme is justified very simply: the main symbol – the river – is turquoise in color, then passes into fiery orange color – into streams of red-hot cast iron.

4. Typography
Determine font styles and sizes used for headlines, texts and other communication elements in the exhibition.
Two types of fonts are used in the exhibition, the main task of which was readability. One is needed for bare headings, the second is needed for text where the lettering has changed.

Continuing the theme of fonts, we pay attention to the language of communication. In our case, the font becomes something of an intermediary between the authors and visitors to the exhibition.
We were looking for a suitable style of presentation that would be responsive to modern people, but would not lose its historical meaning. We turned to the first periodical in the Russian Empire – the newspaper “Vedomosti”, which began to be published by Peter’s decree in 1703.

Loud and boisterous headlines followed by a short text are reminiscent of classic tweets. Visitors can follow the chronology of the exhibition, but even as they move away from it, the thread of the narrative is not lost.

5. Decorations and stands
Design of exhibition stands, information panels, decorative elements in accordance with the exhibition identity.

We were looking for an object that would symbolize the industrial era and the Urals at the same time. And here again we turn to the general concept, which consists in the intertwining of two rivers symbolizing the lives of Peter the Great and Nikita Demidov. The viewer gets acquainted with the great personalities and their activities, which influenced the formation of the mining and factory Urals and the geopolitical situation in the world. That is why they chose foundry cast molds.

Foundry cast molds in the halls of the exposition have two meanings. The first one is direct – a mold for casting a cast-iron cannon. The second is metaphorical, for example, the shape of the orb split in half symbolizes the split of power in the state.

In each hall, material tactilely similar to rough metal has been used, which draws the viewer into a sense of the atmosphere of the formative times of the factories. The hall with Peter’s letter reform, where a set of letters is presented in the form of a model of a letter-setting cash register, looks particularly effective.

In our opinion, the main task of the brand identity – to create a unified and memorable impression among visitors, to emphasize its uniqueness and attractiveness – has been accomplished.