Saorazvitie leisure and sports center naming and identity
Fifteen branches of the Saorazvitie center in Northern Administrative Okrug of Moscow offer a variety of classes to children and adults, from checkers and Lego to film school and singing.
We came up with a name and created a colorful and friendly identity that attracts both younger and older citizens alike.
For the name, we combined the abbreviation SAO (that means Northern Administrative Okrug) and the word “samorazvitie” (meaning self-development): this way we managed to connect the organization with its origin and clearly indicate its purpose.
People come to the center to acquire new skills and knowledge, so the text part of the logo is complemented by a plus sign. It can also be seen as a star, one of the elements of the Okrug’s coat of arms and a symbol of the pursuit of dreams.
