EURASIAN TRACKING SCHOOL
Actual tools for managers and owners, specialists in the field of consulting and project management, management and development of organizations.
New visual style for the Eurasian Tracking School , school at the center of global transformation,
the main force in the field of business development. Preserving traditions in the transfer of knowledge
and giving them new meanings in the new modern realities.
Team:
Anna Khusnutdinova — Art direction & Design
Irena Ulbreght-Reinhardt — Traking
Ilya Zubrilin — Programming
Task
Концепция, стратегия, брендирование, веб
New visual style for the Eurasian Tracking School, school at the center of global transformation, the main force in the field of business development. Preserving traditions in the transfer of knowledge and giving them new meanings in the new modern realities.
In 2022, several institutions joined forces to create the Eurasian School of Business and Innovation Training and Methodological Consulting Center. Eurasian Tracking School as one of the areas on the basis of the Training and Methodological Consulting Center of the Eurasian School of Business and Innovation.
An organization that seeks to develop new ways to make progress, create new courses of study, and innovate through research, while developing its connections to the urban, regional, and international ecosystem.
«ETS is a new experiential institution that includes professionals from a variety of industries, businesses and social projects. Aimed at creating new initiatives and transforming the learning environment in business development internationally.
Our studio, in the process of co-building, created a visual identity, brand architecture and graphic principles. As part of the negotiations and joint meetings held, it was decided to expand the direction, create new initiatives, expand the location of presence and create new units to cover all important areas in the field of consulting development.
TASK:
To create a logo that meets all the realities of today’s market, but with the continuity of the traditions of knowledge transfer. To use the lion as a symbol of wisdom in Asian and European culture.
SOLUTION:
Taking into account all the wishes we kept the coat of arms story in a modern interpretation, light and minimalistic in a European way. The key symbol of the logo was a lion. To be more precise, the lioness, as they transmit and preserve the knowledge. The mythical protector of the Law, the guardian of sacred knowledge. He is a symbol of power and success, royal power and strength. General symbolism: divine, solar energy (symbol of fire and the Sun), royal power, strength, courage, wisdom, justice, patronage and protection.
Star — as a symbol of knowledge, key — symbolizes the transfer of key skills and tools/artefacts.
The word mark, designed to identify territorial affiliation, was conceived in harmony with the emblem. Easy to read, this institutional logo allows for a wide range of actions in the visual system. The creation of this new identity was achieved in collaboration with the client.
The logo is adaptable in horizontal and vertical versions. The mark is used as a separate independent element, which can be combined as the name of one direction of the Eurasian School, or as a full-fledged name of the organization. A grid system has been created to shape the communication of the School when it speaks for itself or when it is an expression of one of its components. The grid system provides great flexibility for images and text. The images have a special Halftones effect that provides freshness and novelty in the approach to the design of traditional business and training materials.
As part of its graphic principles, the Eurasian Tracking School has an extensive color palette that is designed to help illustrate the diversity and versatility of the school’s directions. In practical application, this color code allows the adaptation of different media in all channels of communication with the user, while being very harmonious with each other without being out of step with the overall palette.
Two font families are used in the layout. Actay — This font is a modern sans serif grotesque with thick and thin contrasting details for modern nuances. Montserrat — The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. As urban development changes that place, it will never return to its original form and loses forever the designs that are so special and unique. The letters that inspired this project have work, dedication, care, color, contrast, light and life, day and night! These are the types that make the city look so beautiful. The associations of these two families represent the combination of two continents, the two cultures of Europe and Asia.
This is a new approach to learning, a new unifying identity of the Tracking School. Openness, interdisciplinarity, with the preservation of traditional approaches to learning and knowledge transfer.
The vividness of the project, the flexibility of layout and media work, while preserving the identity. Combining the best — traditions, innovators and technology!
