Identity and naming for 1736 residential district in Chelyabinsk
1736 is officially recognized as the year when Chelyabinsk was founded. On that year at the Miass river crossing and the crossroads of many old roads, the Chelyaba fortress was established, from which the city eventually grew to its present size. And today one of those old roads leads to the place where Chelyabinsk’s modern history is being created, district 1736.
Currently it is the site of the Peshekhodny market. The market does nothing to improve the area and is ignored by the locals.
Soon all of this will change when the market is replaced by a multifunctional complex, an ensemble of buildings including a residential building with a kindergarten, a fitness club, a cultural center, as well as a food mall, shopping and office spaces.
Naming
The studio came up with the name for the new district that will always remain associated with Chelyabinsk: Seventeen Thirty-Six. The modern name connects with the city’s heritage and will be dear to the residents.
Identity
The camel on the Chelyabinsk coat of arms found its way into the 1736 logo.
The laconic numbers make the logo appear urban while the animal relates to environmental friendliness.
The laconic numbers make the logo appear urban while the animal relates to environmental friendliness.
Positioning
The studio worked on the positioning of the new complex, it’s image in the eyes of the city residents.
In contrast with the dull gray Chelyabinsk with its factories and depressing ecology, 1736 becomes an oasis you would want to visit.
The new district is cool, just like it’s residents: it’s aesthetic, dynamic and creates a new urban environment.
