The rebrand for Russia’s tourist board uses Suprematist geometry laid out as a map


A team of five designers has created a new brand identity for Russia’s tourism board, using a logo that references the country’s cultural history and geography. Employing the aesthetics of Suprematism, an art movement coined by Russian artist Kasimir Malevich that featured abstract compositions of bold geometric shapes, the logo uses such shapes in the form of a map of Russia. An important, avant-garde era of Russian culture, not least thanks to its ties to the revolution, the design team says it used Suprematist techniques because – in its time – it “personified advanced thinking” in the country, and is still associated with Russia around the world.


The design team comprises Vladimir Lifanov, creative director of branding agency Suprematika; Ilya Lazuchenkov and Yegor Mysnik from branding agency Plenum; Denis Schlesberg, ECD at agency Artonika; and Erken Kagarov, art director at design firm Art Lebedev Studio.


The core graphic is a stylised map of Russia, each shape representing points and territories around the country in block colours. However, in tune with the campaign tagline “the whole world within Russia,” these shapes take on a range of different forms and surface imagery. For example the shapes are filled with an assortment of patterns, to celebrate Russia’s folk arts and crafts, or landscape photographs, to honour its scenery. In another promoting the exhibition Russian Art Through Centuries, the shapes are windows to classic artworks. Others are still-life-focused, wherein the central circle becomes a bowl of food (advertising Russia’s cuisine) or a football (denoting the country’s sport).


For more subtle applications of the brand, the logo becomes simple white outlines overlaid on imagery, or white shapes with black outlines.

The new brand identity was selected via competition within Russia, to which anyone could apply. From 480 logos and 600 slogans, 30 were developed and ten presented for public vote before a jury selected the winner. You can see these shortlisted designs here.

Vladimir Lifanov, Ilya Lazuchenkov, Yegor Mysnik, Denis Schlesberg and Erken Kagarov: Russia tourist board rebrand.

Vladimir Lifanov, Ilya Lazuchenkov, Yegor Mysnik, Denis Schlesberg and Erken Kagarov: Russia tourist board rebrand.


Global brands in Japan

Brand strategy for Japan

First of all you need to take in that the language of Japan is Japanese, and the writing of Japan is a combination of Chinese characters (漢字), Hiragana (ひらがな) and Katakana (カタカナ). Roman characters have a different meaning to Japanese people who grow up with Kanji, Katakana and Hiragana, than to Western people who grow up with Roman characters. You may need to create a Katanaka or even Kanji brand, but you need to think it through.


Its hard to internalize for people working for a long time in a company representing a global brand, that this global brand may mean nothing, or mean something totally different in Japan, even if that same brand is incredibly famous in most other countries. This is a trap, which some of the most famous global brands have fallen into. It can take substantial time to internalize this point, and to react in the appropriate way.

It is necessary to build a brand in Japan from scratch, from zero, even if that brand is very famous globally.

Building a brand in Japan

To build a brand in Japan you need to connect to Japanese people’s emotions. In many cases you will need to adapt global brands to Japan. Or you may even want to create a new brand for Japan, or use your existing brands in different ways than you do elsewhere.


Read about Japan specific “Lovemarks” from Saatchi & Saatchi Fallon’s Japan-CEO, Philip Rubel.

Brand strategy for Japan: Campaigns

Very often global headquarters wish to have global campaigns, which are distributed to all markets. Global campaigns sometimes work in Japan, but in most cases do not.
In most cases it is necessary to create campaigns in Japan by Japanese people for Japan.


Don’t damage or destroy your brand in Japan…

There is a long list of famous global brands, who have seriously damaged or even destroyed there brands in Japan. Once you have seriously damaged or destroyed your brand in Japan, it is almost impossible to recover this brand.

In some cases, severe damage to a global brand in Japan makes it necessary for that company to completely withdraw from Japan. The largest such case is Vodafone (read: “Why did Vodafone fail in Japan and sell to SoftBank?”), but there are many more.


Copyright (c) 2013-2014 ·Eurotechnology Japan KK All Rights Reserved

Inside Chicagos coolest boutique hotel

The latest opening under the Design Hotels umbrella is The Robey in Chicago, a warehouse turned 20-room boutique property with serious style.

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Located within the fashionable Wicker Park Neighborhood, the hotel is loaded with industrial elements and minimalist furnishings sourced and styled by Parisian design firms Ciguë and Delordinaire.

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Each bedroom blends crisp birchwood with rough, natural elements and dons a loft-style layout and 11-foot ceilings. In addition to their standard room with two queen-size beds, The Robey offers other layouts that are particularly conducive to families or groups, including one with bunk beds.

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A H!Bar bar and lounge and a Metric Coffee Co. espresso bar can be found on the first two floors and there are plenty of spots to indulge in high-quality food and drink in adjacent buildings, like modern American cuisine at Café Robey, rooftop cocktails at Up & Up, and Latino-inspired dishes at Cabana Club.

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Early check-in, please....

Sponsored story 10 fitness and nutrition resolutions you can actually stick to

Sponsored story 10 fitness and nutrition resolutions you can actually stick to

Every year, people talk about improving themselves, saying this is the year they'll finally get into amazing shape and stick to a plan. But every year, so many don't make it to their goals. What's the difference between you and them? You're about to read this list, for one, and it outlines a plan you can use all year long to be #betterthanyesterday.


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For your new morning routine, try 20 push-ups the minute you get out of bed. Do them five at a time, or all at once. Or maybe turn them into burpees. Whatever suits you, make it happen, because getting your blood pumping first thing in the AM is the ticket to clarity through lunchtime (and possibly the key to breaking your next plateau in the gym).


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Do you hate going hungry? It's not great — at first. But by simply not eating for a significant part of the day, even as little as one day a week or one whole day each month, you can help train your body to burn fats as fuel and modulate cravings for sugar and snacks. Like meditation, intermittent fasting is a tool used by elite athletes, business professionals, and others who need to be at the top of their game, and it’s been praised as a way to sharpen discipline, boost cognition, and even fix digestion issues that could be holding you back.

To start, we suggest 16/8 intermittent fasting (16 hours fasting, 8-hour feeding window) Monday-Friday. Once that gets easy, move to 20/4 intermittent fasting and see the body fat drop and mental boosts kick into overdrive.


While spending money isn’t always the answer to your problems, having the right gear is always a step in the right direction. Stylish workout shorts that won’t wear out, a soft and breathable pullover for morning runs, and shirts made to keep you looking great while soaking up gym sweat can all be found over at Ten Thousand. This is one thing you can feel great about shopping for — because when you use your workout gear, it’s worth every penny. 


You already know what’s good for you, and you probably eat pretty well, but we all have things we can work on. In 2018, cut out the sugar and cream from your coffee and opt for your drinks neat or on the rocks. Just by substituting these two things with better options, you can make sustainable changes that will hugely benefit your health in the long run. 


Yes, cooking is way more of a hassle than just ordering delivery or stopping into Chipotle on your way home. And doing dishes after a meal is an absolute chore. But if you want tighter control over your diet and overall health, you need to entrust the meal-making process to the person who knows you best — yourself. Not to mention, the sense of accomplishment when you serve up a perfect meal, even if it’s just for yourself, is pretty amazing. This year, limit your Postmates or Uber Eats 


Maybe you’ve been a gym rat for years. This year, resolve to buy a bike and join a local cycling club, or pick up some great running shoes and work your way up to 30 miles a week. You’ll feel like a whole new person, and maybe you’ll find that you were meant to be an endurance athlete (or vice-versa, you could have been a lifelong runner who responds well to lifting heavy).


You can go a long way on solid workouts, a healthy diet, and adequate rest. But sometimes, you need to really punish the body to make it adapt, as any elite athlete can tell you. And when you do that, you may need a bit of outside help. Enter the massage therapist and chiropractor. By scheduling a massage every couple of weeks that focuses on your problem areas, you can work out the kinks and get back under the weights (or into the pool, or onto the track) quicker than ever. If you have trouble making the time for a full-body massage every week, buying a foam roller or a small massage tool to use on yourself can absolutely work wonders. 


If you aren’t using the proper form for your workouts — from squats and deadlifts to curls and even push-ups — you’re short-changing yourself. There are illustrated guides and how-to videos for every exercise on the planet, and there’s no reason for you to suffer slow gains or even injuries because you needed to tweak your technique with the weights. This year, make a concentrated effort to do it right and feel the difference.


When you’re charging hard, whether it’s in the office or in the gym, your mind and body need more time to recover than if you were out there taking it easy. By stretching out your sleep time, even just a couple of hours total per week, you’ll be lowering your levels of stress hormones (like cortisol, which most scientists believe to be the belly-fat hormone) and boosting your body’s natural production of testosterone. Those are some pretty serious benefits for literally no extra work on your end. 


This comes in two parts: at the gym, focus on the time your muscles spend under tension. By slamming through reps, you aren’t typically getting the full benefit of the weight you’re lifting. Inertia can do part of the work of moving the weight, and your connective tissues end up taking some of the strain that’s meant for your muscles, leading to soreness and joint injury. Slowing down your reps means the muscles themselves are doing all the work they’re meant to — and you’ll reap the benefits soon enough.

Slowing down while eating is a good idea, too. By chewing your food more, you’re breaking it down better than your gut could do alone, meaning you absorb more nutrients per meal than you might otherwise. Eating slowly also gives your stomach the chance to tell your brain it’s had enough, which prevents you from overeating and regretting it later.