FINOPOLIS

OTVETDESIGN

Task

Rebranding of Business Club of Realtors Forum

Context

The Forum of Innovative Financial Technologies is an event that annually gathers together representatives of the financial and IT industries to formulate common business solutions.

The brand sees its mission as promoting innovative technologies in the financial sector of the Russian Federation. At the same time, the current brand identity of the event did not reflect many important forum constants, such as innovation, binary, unifying function.

Hypothesis

The concept of "distributor" can be attributed to almost every segment of innovative technologies. The FINOPOLIS Forum is essentially a system that distributes information, communicating to each participant.

Strategy

The most recently discussed topic of blockchain technology is a chain of formed transaction blocks built according to certain rules.

The term appeared as the name of a distributed database. It was suggested making it a metaphor for the processes of the forum and reflect it in a brand identity.

Implementation

The key visual identity element was the image of two segments of the chain, united by a common link. Each of the segments symbolized one of the industries participating in the forum. Introduced into the writing, they are both functional and image elements of the logo.

In the brand identity, this image is played out depending on the carrier, turning either into an abstract pattern or into specific metaphors

Generative Graphics

In the brand identity, the principle of generative graphics is used, in which elements of the brand identity (based on the modular sign system) are created differently for each particular case, depending on the context, varying the elements (form, photo images, etc.).

But at the same time, there is always something recognizable creating the style. For example, a pencil appears on a notepad, and a needle is on a navigation element.

Generative Graphics Principles

Results

A recognizable and scalable brand identity of the event has been formed. A convenient brand book with elaborate brand identity carriers has been created.

The logic of the development of the updated identity has been set, and it will be enabled for use in the next few years, modifying as necessary, but remaining recognizable.