The Branding system of the Ural region
Andrey Menshikov
Mentor: Giulio Ceppi
Tutor: Giovanni Lanzone
27th of November 2009
Ural region
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Business warm atmosphereBig banks group: Barclays bank, Raiffeisen bank, Unicredit group, Intesa
Sanpaolo group and so on.
Consulates: The United States, French Republic, British, Germany, Austria
and Italian Consulate General.
Hotels (Hyatt, Radisson etc) and offices class “A”
Investmentbusiness development, small-scale business support, fund-rising,
Friendly policy in the taxation system.
EconomyDuring the 2007 the growth of industrial outputs was 106.3 %, the growth of real
incomes of the population compared to the corresponding period of last year –
106 %. This indicator let the Ural Federal District get on top in the country.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
LogisticCargo turnover – 309 thousands tons per year.
Warehouse area – 726 thousands square meters.
HUBThe Ural’s geographic location is on the border between Europe and Asia on
the international transport route “London-Tokyo”.
PoliticsUral hosted the 2009 session of Shanghai Cooperation
Organization leaders council
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
InspiringUrals region is a unique, natural, historical, ethnographic and tourist
attraction. It’s location on the border between Europe and Asia provides a
unique and unparalleled opportunity for guests to observe all of the above.
UniqueKungur Ice cave is the largest plaster cave in Ural, the sixth in the world by
extent and one of the largest karstic caves of Russia.
CulturalThe town of Verkhoturye is the largest spiritual center of the Ural, famous
for its architectural ensembles. Here there are 40 churches and ancient
monasteries.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
EducationThe Ural Branch of the Russian Academy of Sciences (UB RAS) and numerous
scientific research institutes and establishments are situated in Ekaterinburg.
With its 16 state-owned universities and educational academies, as well as a
number of private higher education institutions. Ekaterinburg boasts a highly
educated and skilled population.
MusicA number of popular Russian rock bands were originally formed in Ural.
The “Ural Rock” festival is often considered to be one of the main centers
of rock music in Russia.
Sport More than 100 stadiums
Professional football’s club (finalist of the Cup of Russia)
Basketball’s club is a winner of European Cup
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Use of the shape of letter “U” as the first letter in the name of the region became the graphic solution of the region’s logo.
Letters “U” stand for the four major pillars of the brand strategy: Connection, Green Economy, Nature and Social Impression.
The four letters “U” form a plus sign with their interalphabetic space.
The slogan “Ural. It’s a plus” strengthens the graphic image and creates a synergy of the visual perception of the region’s identity.
Graphic solution of the logo
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Color palette
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Typography
We use handwriting font. The given solution emphasizes personal reference, ease and openness, absence of bureaucratic barriers.
The use of the shape of letter “U” is the basic graphic method in advertising communications. Images should be integrated in leter “U”.
In key words of advertising messages the letter “U” is replaced with the graphic element ‘U” of the logo.
For example: fUture, natUre, Unusual, bUsiness, Unique and so on. Thus we create a unique graphic language that goes across
all communication channels.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Images
Unique
Warm
Innovative
Creative Vibrant
Inspiring
Building a brand is about putting a face to a name. Every image we use contributes to
the way the region is perceived. Imagery should be dynamic, creative and inspiring
and should reflect the brand values.
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The marketing and communication strategy of the Ural region is based
on the principle of collaboration with big business working in the territory
of the region. Priority directions of the interaction are the following spheres:• financial (banks, investment groups, insurance companies), • transport (airlines, logistic agencies), • tourism (large tourist operators) • and social (sports events organizers, music labels, educational institutions).
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
Banks InvestmentInsurance
AirlinesLogistic agencies
Tourist operators
Events organizers
Music labels Educational institutions
Companies Clients
Marketing Strategy and Communication
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
Branding system
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanni Lanzone
The Branding system of the Ural region, Andrey Menshikov, Mentor: Giulio Ceppi, Tutor: Giovanny Lanzone
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