The making of the Petrovka XX name and logo
We start by searching for name ideas. Getting a look at the place.
![petrovka xx process new 01](petrovka-xx-process-new-01.jpg)
![petrovka xx process new 02](petrovka-xx-process-new-02.jpg)
Looking at what business centers are generally named in Moscow and Saint Petersburg.
- Graffiti
- Magnet
- Senator on Maly Avenue
- Antares
- Voronezhskaya, 33
- Citadel
- Vant
- Marvel
- Senator on the 17th Line
- Ericson
- Vzlet
- Ligovsky, 50
- Hapsal
- Office house
- Senator on Popova, 37
- Office-M Malevich
- Office-M Bolshoy Avenue, 76
- The Baltic Sea Center
- Bolshaya Monetnaya, 16
- Liner
- 20th line
- Office el 27
- Novoselie
- Zhukova, 19
- Mertens House
- Rostra
- Tradition
- Gulliver-1
- Sovereign
- Olminskogo, 6
- Sampsonievsky
- Midel
- Kurchatova, 10
- The Alexandro-Nevsky Manufactory
- Koli Tomchaka, 10
- Monarch
- Sirius Park
- Hanoi Moscow
- Dominion Tower
- Smena
- Art Residence
- Neo Geo
- Seven One
- Nov
- Height
- The Red Bogatyr
- Au-rum
- Central City Tower
- Citidel
- East Gate
- Navigator
- Nizhegorodsky
- Novomoskovsky
- Novorogozhsky
- Novospassky
- Olympic Hall
- Olympia
- Orlikov Plaza
- Ochakovo
- Simonovsky
- Obukhovskoy Oborony, 130
- Business Delo
- The Nobel Road
- Tambovskaya, 8
- Orange
- Sokol
- Interpont
- Labyrinth
- Kadr
- Suvorovsky
- Avtopole
- Preobrazhensky
- Magnitka
- Alfa Pulkovskoe
- Ligovsky, 133 B
- Sheremetyevskaya, 47
- Everest
Noting that often a place’s name is its address and that there’s a lot of English and English-inspired names as well as “monumental” ones.
Looking at the property.
![petrovka xx process new 03](petrovka-xx-process-new-03.jpg)
Searching for the perfect candidate for the name.
![petrovka xx process new 04](petrovka-xx-process-new-04.jpg)
Writing a list of alternatives.
- Petrovsky Lines
- Petrovka, 20
- Petrovsky Office
Trying them on websites of companies offering office space for rent.
![petrovka xx process new 05](petrovka-xx-process-new-05.jpg)
![petrovka xx process new 06](petrovka-xx-process-new-06.jpg)
Coming up with new ideas, showing them to the client.
- Business Heritage
- Petrovka Complex
- Business Petrovka
- Petrovka, 20
Then adding some more.
- Titul / Petrovsky Titul / Titul on Petrovka
- Almanac / Petrovsky Almanac / Almanac on Petrovka
- Petrovskie Linii — Petrovsky Lines
The client chooses Petrovka, 20.
Starting to work on the logo. Drawing the first sketches.
![petrovka xx process 01](petrovka-xx-process-01.png)
![petrovka xx process 02](petrovka-xx-process-02.png)
![petrovka xx process 03](petrovka-xx-process-03.png)
The art director tells us it has to be more elegant.
Producing new designs.
![petrovka xx process 04](petrovka-xx-process-04.png)
The art director chooses the most promising ideas. Elaborating them a bit, trying on the façade and talking to the artistic director.
![petrovka xx process 05](petrovka-xx-process-05.png)
![petrovka xx process 06](petrovka-xx-process-06.png)
![petrovka xx process 07](petrovka-xx-process-07.png)
The artistic director criticizes all the ideas and suggests his own. Visualizing it.
![petrovka xx process 08](petrovka-xx-process-08.png)
Inviting the second designer to the project. Getting inspired by the surroundings.
![petrovka xx process 09](petrovka-xx-process-09.png)
Implementing.
![petrovka xx process 10](petrovka-xx-process-10.png)
The art director sees in the logo a fence, the number 20 and the letter П and asks to make the symbol more geometric. Making it more crystal-like and putting it in line with other trendy guys.
![petrovka xx process 11](petrovka-xx-process-11.png)
Exploring different versions of the logo and the text.
![petrovka xx process 12](petrovka-xx-process-12.png)
Trying it all on the façade.
![petrovka xx process 13](petrovka-xx-process-13.png)
The client chooses the logo with the Roman numerals.
Finalizing the shape of the logo.
![petrovka xx process 14](petrovka-xx-process-14.png)
![petrovka xx process 15](petrovka-xx-process-15.png)
![petrovka xx process 16](petrovka-xx-process-16.png)
![petrovka xx process 17](petrovka-xx-process-17.png)
Art director: I’ve got an idea: We can make the П straight on the outside but keep the curves inside.
![petrovka xx process 18](petrovka-xx-process-18.png)
![petrovka xx process 19](petrovka-xx-process-19.png)
The type designer creates the lettering.
![petrovka xx process 20](petrovka-xx-process-20.png)
Finalizing and putting everything together. The artistic director does not approve the kerning.
![petrovka xx process 21](petrovka-xx-process-21.png)
Spending a lot of time moving the letters, but in the end the artistic director does the kerning himself.
![petrovka xx process 22](petrovka-xx-process-22.png)
Starting to work on corporate documents. Creating business card designs.
![petrovka xx process 23](petrovka-xx-process-23.png)
![petrovka xx process 24](petrovka-xx-process-24.png)
The chief typesetter asks to look for a different solution. Trying something else.
![petrovka xx process 26](petrovka-xx-process-26.png)
Artistic director: OK.
Simultaneously working on the sign with business hours.
![petrovka xx process 27](petrovka-xx-process-27.png)
Chief typesetter: Too much information. Look at the lettering on ancient Roman columns.
Looking at the columns.
![petrovka xx process 28](petrovka-xx-process-28.png)
Applying that style, removing excessive information.
![petrovka xx process 29](petrovka-xx-process-29.png)
Art director: I can’t see the text on the plate. If there are Roman numerals in it, it’s too much.
Changing Roman numerals back to Arabic.
![petrovka xx process 30](petrovka-xx-process-30.png)