Prinzip identity, brand platform and slogan

The developer Prinzip has been building comfort-, business- and premium-class homes in Yekaterinburg for twenty years. We have developed an identity, brand platform and slogan that help the company clearly define its advantages and stand out in a competitive market.

At the core of the brand platform is the idea that a home influences our life beyond its walls. Therefore, it is essential to build homes in a way that would allow them to give resources to people instead of depleting them: considering every detail, both inside the apartment, in the entryway and in the courtyard so that, in the broadest sense, it would truly feel like a place you want to live in.

To ensure that this lofty idea doesn’t sound empty, we introduced the tagline “A Matter of Principle.” This serves both as a descriptor for the sub-brands of residential complexes and as a slogan for advertising campaigns, reinforcing the company’s promises.

In our work on the identity, we explored various directions, sifted through numerous iterations of the symbol and typography and ultimately arrived at the most harmonious result, preserving valuable elements from the previous logo while making it more modern.

The multifaceted symbol can be interpreted as the Latin letter “Pi,” the image of the first wedge in laying a foundation, an expanding network of points on a map and even the Ural Mountains (if the symbol is flipped). The smooth curves and sharp angles blend seamlessly with the typographic part of the logo.

The low-contrast geometric grotesque typeface has been transformed into a more display-oriented and recognizable version: sharp and beveled apexes have been added, the proportions have become wider and the contrast stronger. This typographic design conveys a contemporary aesthetic, confidence and stability for the brand.