Derbent’s identity as part of new Daghestan brand

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Makhachkala, July 5, 2014. A few years ago, I learned that the British had to work hard on London’s image in the eyes of the world community, and it cost them a big deal. Maybe, you’ve seen New York’s giddy ‘I love NY’ logo? It’s done a lot more for the positive image of the city than all the cultural and political campaigns combined! Or, say, Barcelona – nor for nothing has Gaudi become its modern symbol as well as his ingenious Sagrada Família! It’s the result of artists’, designers’, advertisers’ and government officials’ fruitful collaboration.

New, the whole Daghestan needs a fresh, recognizable visual style. We need a sunny, bright, and positive image to be seen everywhere helping improve its look to affects the conscious and the subconscious of local people and the guests.

Designer Zaira Panayeva, a graduate of the British Higher School of Art and Design, wrote a thesis on "Identity of celebrating the 2,000th anniversary of Derbent city" which was rated "A" by leading Russian designers. This is a perfect example of how we can refresh our cities’ branding. Bold, but harmonious and respectful of the history. Carpet-like, traditional, yet brand-new and fashionable.

"The message of ​​the work is that Derbent is an eternal city with an infinite history. I’ve woven an "endless carpet" into the never-ending story," Zaira says. "The carpet is the keynote stylistic element of the festive identity which can easily make a long line and fit in vertical decorations and billboards; and any carpet’s element can be used separately in advertising flyers, brochures, and so on." You take a closer look, and you want to go to Derbent! How do the artists do that, huh?

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