Guidespark Design & Branding TOURFILE - THE TRAVEL GUIDE by Aimc Rackurs

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Russia
Agency Aimc Rackurs
Art Director Evgeny Ovsyannikov
Designer Evgenia Gordeeva
Released August 2010

Credits & Description

Category: Logo Design
Advertiser: GUIDESPARK
Date of First Appearance: Aug 16 2010
Entrant Company: AIMC "RACKURS", Moscow, RUSSIA
Creative Director/Art Director: Evgeny Chizhevsky (AIMC Rackurs)
Art Director: Evgeny Ovsyannikov (AIMC Rackurs)
Designer: Evgenia Gordeeva (AIMC Rackurs)
Media placement: Identity - direct mail - august 16, 2010

Describe the brief from the client
Tourfile is an information analytical publication, a collection of the best offers from tourist companies for travelling in different countries.

Describe the challenges and key objectives
The agency had an objective to make a corporate identity bright, unique, memorisable and outstanding on the competitors background.

Describe how you arrived at the final design
Popular folk prints representing unique, expressive and traditional Russian appeal called Lubok, were taken as the basis for it. Bright and nameable Kuzma -the traveller - a character with a history that is moving and sincere, like himself. Simple picture patterns, bright colors. Humour and straightforwardness. The logo has inlaid possibilities to modify the plot, depending on advertising campaigns and advertising vehicle formats with the recognisability preserved.

Give some indication of how successful the outcome was in the market
New solid identity greatly increased the interest and recognition of the publication, increased confidence of advertisers and interest from potential travellers and readers of the publication. Amount of advertisers has increased by about 65%. Circulation will be increased two-fold.