Brand architecture, visual identity, brand book
Rebranding of Russian Railways started in the distant 2003 and soon enough became one of the largest and most ambitious projects in contemporary Russia. In the summer of 2007 Mildberry joined the rebranding process when our consultancy was entrusted to develop a comprehensive visual identity for Russian Railways. The main feature of this project boiled down to the fact that at that moment a new logotype had already been accepted and replaced the old one, which practically hadn’t changed since 1932.
Work on the project started with developing the Russian Railways brand architecture taking into consideration the company’s development plans and all the areas of its business activities.
Upon completing this phase we suggested a few Russian Railways visual identity concepts based on the already existing logo. Each of these concepts demonstrated a possible vector for style development in regards to both the Russian Railways mother company and its to areas of business—passenger and cargo transportation. According to research and consultations with Russian Railways management ‘A New Level of Development’ concept was selected.