Paks Design & Branding PAKS CORPORATE IDENTITY by Art. Lebedev Studio Moscow

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Industry Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market Russia
Agency Art. Lebedev Studio Moscow
Art Director Artemy Lebedev
Designer Vladimir Zotov
Illustrator Yegor Zhgun, Yana Moskalyuk
Editor Yekaterina Andreyeva, Alexander Nosikov, Anna Kukina
Released July 2011

Credits & Description

Category: Consumer Services
Advertiser: PAKS
Product/Service: TRAVEL AGENCY
Art Director: Artemy Lebedev (Art. Lebedev Studio)
Designer: Vladimir Zotov (Art. Lebedev Studio)
Illustrator: Yegor Zhgun (Art. Lebedev Studio)
Illustrator: Yana Moskalyuk (Art. Lebedev Studio)
Typesetter: Iskander Mukhamadeyev (Art. Lebedev Studio)
Type Designer: Taisiya Lushenko (Art. Lebedev Studio)
Editor: Yekaterina Andreyeva (Art. Lebedev Studio)
Editor: Anna Kukina (Art. Lebedev Studio)
Editor: Alexander Nosikov (Art. Lebedev Studio)
Project Manager: Alena Kitabova (Art. Lebedev Studio)
Project Manager: Kristina Sinitsa (Art. Lebedev Studio)
Project Manager: Alexei Luri (Art. Lebedev Studio)
Media placement: Official Documentation - Head Office - 27 July 2011

Describe the brief from the client
The new logo has to be modern and to-the-point, reflecting the agency's dynamics as constantly evolving and growing, while communicating the stability and reliability of Paks as one of the leaders in the Russian travel market.

The job calls for no off-the-shelf approaches and solutions. The logo should feel memorable and recognisable, and should stand out, so as not to be confused with other company's logos by potential customers. The new logo should be attractive on any format media and must be legible regardless of horizontal or vertical placement.

Describe the challenges and key objectives
Create a modern logo and corporate identity for one of the oldest Russian tour travel agency.

Describe how you arrived at the final design
We've found inspiration for the logo in a child's kaleidoscope. In Russian speech, kaleidoscope is used as a metaphor for a rapid change of faces and places, just what the life looks like for the well-travelled.

Give some indication of how successful the outcome was in the market
Specification from the brand book is already in use in official documentation, catalogues and on the website.