NATIONAL PARKS OF UKRAINE: ENCODED IDENTITY

Short List
ClientTERRA INCOGNITA
Category A01. Creation of a new Brand Identity
TitleNATIONAL PARKS OF UKRAINE: ENCODED IDENTITY
Product/ServiceUKRAINIAN ADVENTURE AND ECOTOURISM ASSOCIATION
Entrant SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Idea Creation SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Credits
Name Company Position
Kosta Schneider Saatchi&Saatchi Ukraine Creative Director
Yana Tymko Saatchi&Saatchi Ukraine Copywriter
Alexey Tertyshnyk Saatchi&Saatchi Ukraine Art Director
Tatiana Slivko Saatchi&Saatchi Ukraine Client Service
Alexander Radich Saatchi&Saatchi Ukraine Head of Design Studio

Background

There are as many as 86 national parks in Ukraine. Different flora, fauna, landscapes and water resources make each park totally unique. But visitors often miss the key attractions because they don’t know what they’re looking out for and don’t understand the uniqueness of each park and what they have to offer.

Describe the creative idea

So how could we design a logo which indicates all these key features in a way which everyone can relate to and gives every park its own identity under the same graphic umbrella? We realized a single logo with each park’s name below wouldn’t be enough. So we set about creating a unique one for each park, built using elements that represent a natural feature within that park…and united by a graphic look that all Ukrainians could relate to – our iconic traditional embroidery.

Describe the execution

So we set about creating a unique one for each park, built using elements that represent a natural feature within that park…and united by a graphic look that all Ukrainians could relate to – our iconic traditional embroidery.

List the results

Now, just by looking at one of the park’s logo, it is like you are taking a look inside the park itself.