Refresh Russian brand Zenit

About the client and the tasks of the project

Today the factory produces not only optics for space exploration and military purposes, but also actively develops the production of civilian products: medical lasers, binoculars, cameras, etc. Diversification of the product portfolio is a strategic development objective.

We had the task to update the logo and develop an identity to displace the accents (from a defense-industrial to a consumer brand), as well as to refresh the image of the plant, make the brand understandable for young audiences, while preserving the historical heritage.

Sign and Logo

The client chose the most successor to the existing version of the sign and logo. We kept the most recognizable element in the sign - the Dove prism with a light beam, but stylistically and graphically gave it a more modern and consistent image. The air appearing in the sign makes it more balanced.

We finalized the letters of the logo in support of the sign, at the same time keeping the general character, giving tribute to tradition and history. And the blue color of the sign refers to light, lightness, transparency, as well as to the products of the factory - optics.

Current Trends in Identity

We continued to develop the theme of Zenit's variety of activities graphically, indicating that the plant produces far more than just photo cameras. This stylistic solution is intended to be associated with modernity, technology and knowledge-intensiveness.

To emphasize the company's different interests, we developed a system of signs, each of which symbolizes one of Zenit's directions. Even at the level of identity, this solves one of the problems of the brand, which now is most often associated only with photo cameras.

Identity is built based on the principle of a constructor and makes it possible to form a variety of images. The pattern is used flexibly and freely, filling out different media in different ways, depending on the content and communication goals.

In the design of materials for a particular direction, the pattern may consist only of the icons of this direction. In cases related to the activities of the entire company, the pattern is compiled from all the icons, reflecting the multifaceted complexity of Zenit's work.

This creates a movable and dynamic style.

The result of the project — an updated sign and logo, a system of differentiation of the company's activities, as well as a new identity — combines respect for the historical heritage of the company and the company's desire for technology and digitalization.

P.S. After the project was handed over to the client, the corporate identity we developed changed.

All this allowed us to create the desired brand image: inspiring confidence, reminiscent of the great history and consistent with the spirit of the new times, simple and concise, understandable not only to top managers of Russian and foreign companies, but also to ordinary employees of the plant, and also — to all citizens of Krasnogorsk.