GYUMRI
CULTURAL CAPITAL OF THE CIS OF 2013
A year when the city became art.
At the core of the visual identity stands a graceful, dancing tree — the festival’s logo and its poetic symbol.
The tree embodies life, growth, and the eternal movement of art.
Its trunk is formed by three dancing female figures, their flowing silhouettes intertwined in harmony.
Their raised arms blossom into leaves, transforming motion into form, and dance into art.
This living symbol captures the essence of creativity, femininity, unity, and cultural continuity.
The color palette of the identity is rooted in the national flag of the host country,
reinforcing a deep connection to cultural heritage while presenting it through a contemporary artistic lens.
We created the festival’s visual identity that transformed the entire city
into a living cultural space — filled with music,
movement, ethnic heritage, and creative energy.
It was a radiant, unforgettable year — a time when the city became a stage,
culture became a shared language,
and creativity ruled without boundaries.
Article title: Branding for the project «GYUMRI 2013 CIS CULTURAL CAPITAL»
Brand / Project Name: «GYUMRI 2013 CIS CULTURAL CAPITAL»
Project Type: Territorial Branding / Corporate Branding / Consumer Branding
Geolocation: Republic of Armenia / Gyumri
Market: Global
Project Category: Social sphere / Art festival
Process: Strategic research, Marketing analysis, Corporate identity, Visual identification of consumer brands, Corporate graphic design, Social marketing communications, Consumer graphic design, Creation of personal graphic elements, Art design, Digital developments, Art direction, Periodicals support
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