Serpukhov Urban District identity
Serpukhov is a city in the southern part of Moscow Oblast, known since 1339. In 2023, Serpukhov became the administrative center of a unified urban district, which also includes the science cities of Protvino and Pushchino. An elegant and festive identity for the district was designed in the studio.
Historically, Serpukhov is closely associated with the image of a peacock. The first noble birds were bred by monks from the local monastery as early as the 17th century. This animal, exotic for the Moscow province, even made it onto the city’s coat of arms.
The created logo combines symbols of the three cities in the district: the arch from Protvino’s coat of arms was turned into a peacock’s wing, while the shamrock from Pushchino’s coat of arms became its tail.
In an alternative version of the logo for Pushchino, there is a hidden Easter egg that hints at the status of the science city: the formula for water is integrated into the type design.
In addition to unique symbols and typefaces, the slogan “The District of Wonders and Discoveries” was created. It is common to all three cities but also conveys that each city offers its own unique experiences.
The typographic part reflects the characteristics of the cities: for Protvino, it features intersecting electron orbits, for Serpukhov, a magical star, and for Pushchino, a shamrock, referencing the biological research conducted by the city’s laboratories.
A unifying element in the typography points to the Oka River, which flows through all three cities of the district.
A luxurious pattern is created from numerous identical symbols. The most impressive and rich version is perfect for decorating merchandise and other branded materials, which create a festive atmosphere.
In addition to the festive version, a calmer pattern was also created, which can adorn surfaces of any size and shape. It looks perfect on souvenir dishes and other everyday items.
- The studio wishes to thank the team of the Serpukhov Urban District administration for their help with the project
