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