“Strelka” (Arrow) Shopping Center

Logotype, corporate identity and implementation guide development. Moscow, Russia 2013

As part of the project of launching the “Strelka “shopping center, we have developed a complete set of corporate identity – from the logotype to the elements of internal navigation.

The visual expression of the “Strelka” (Arrow) trademark was reflected in the company’s logotype – a stylized arrow consisting of a module of three-edged pyramid. The developed graphical solution opened up wide possibilities for its personalization – allowing to use one pyramidal arrow on the smallest objects, and to brand the larger ones with the same sign, consisting of a large number of small arrows, which was also a perfect solution for the elements of indoor navigation of the shopping center.

The light green was selected as the main corporate color, corresponding to the color of the Lyublinskaya Line of Moscow Metro, and thereby enhancing the geographic linkage of the shopping complex to the “Dubrovka” Metro Station, deepening the perception of the slogan – “Strelka (Arrow) on Dubrovka”.

In addition, we have developed a detailed implementation guide of the corporate style for the “Strelka” shopping center, taking into account all the necessary elements of the workflow: navigation, advertising modules, personnel uniforms, elements of the graphic presentation of the brand – combining brevity and simplicity of perception with the convenience of daily use.

Aghasi Kntekhtsyan – Project Management
Vadim Tischenko – Graphic design
Tatiana Maschenko – Graphic design and mockups
Philip Trufanov – Copyrighting