Logo design & identity
Rebranding for OST — the Building Industry Association of Tula
The project team:
Art director: Oleg Agafonov
Creative director, designer: Katja Buzova
Project managers: Oleg Agafonov and Katja Buzova
Task: to design a new visual language, a distinct key identifier, and new stylistic techniques.
Logo design & identity
Rebranding for OST — the Building Industry Association of Tula
The project team:
Art director: Oleg Agafonov
Creative director, designer: Katja Buzova
Project managers: Oleg Agafonov and Katja Buzova
Task: to design a new visual language, a distinct key identifier, and new stylistic techniques.
Background
OST — the Building Industry Association — unites construction companies and investors based in Tula. The company has established itself as a reliable developer that provides a wide range of services and constructs new residential complexes.
OST’s mission is to promote a new way of thinking by changing outdated housing design to accommodate modern tastes including smart floor plans and well-thought-out environmental planning.
Our task was to visually unite the four sub-brands of the company — construction, renovation, a property management company, and a trade-in service — and create a new brand image that would make the company stand out on the market.
To understand the company's core values, we conducted focus group discussions with the target audience. Here is what we found out about the company’s philosophy:
Attitude
Improve the quality of housing and facilitate communication between tenants and the management company; between the developer and the real estate agents
Technologies
Move faster and be ahead by developing technologies, taking actions, and generating ideas
Mission
Spread the company’s values and mission. Human relationships are at the very core of everything the company does
Customer Care
Making the process of selling housing from OST more straightforward
Professionalism
Identify and address needs BEFORE they arise
System
Create a business ecosystem to inspire long-term customer loyalty
Once we outlined the company’s values, we started brainstorming concepts for the new logo and visual communication. At this stage, we collected plenty of images and created an association map that allowed us to distill the associations into initial sketches and get a better sense of the direction we should take.
обновление
система
структура
опыт
"своё место"
личный подход
шум города и леса
Moving away from standard solutions
“Do what you believe in and do it well” — OST is ready to make bold decisions and stand up for its values and principles.

To find an unconventional image for their logo, we juggled many sometimes diametrically opposed ideas. Then, we tested their viability by mixing and matching elements from different areas.

Who knows everything there is to know about housing? Who navigates the real estate market the best? Who is friendly, helpful, and neighborly?
The cuckoo that suddenly wanted to settle down, start a family, and move into a cozy home
This bird chooses the future nest for its chicks with utmost care. The cuckoo looks for an ideal environment and does everything to make its children feel at home in the new nest.

The nests that the cuckoo chooses are the best.
The houses that OST builds are the best.

This backstory about the cuckoo, a dedicated professional when it comes to choosing the best housing, should add depth to OST’s brand and reinterpret the company’s image on the market. It is easy to buy a home from OST because clients are not worried about the quality of housing and real estate agents do not need to prove anything — the houses from OST speak for themselves.
A flexible system created by evolution.
The visual language is flexible, which helps to design a graphically durable system.
A flexible system created by evolution.
The visual language is flexible, which helps to design a graphically durable system.
The potential of the concept goes beyond the bird itself: it allows us to borrow stylistic techniques and images from nature. After all, birds exhibit an extraordinary diversity of plumage pigmentation patterns and colours. Birds are all about geometry and repeating patterns.


Key identifier: geometry, black and white
A limited colour palette and geometric shapes become a form factor that makes the new identity more durable and usable.

Here’s how these rules are represented in each letter in the name of the company:




Logo font
This convincing Cyrillic typeface reflects the existing idea and stylistics of the logo. The typeface ties in with the brand's visual strategy and evokes associations with easiness, power of “voice”, confidence, and clear vision.




Power of colour
The new identity is built around geometry and a combination of black and white which make the brand more noticeable. Complimentary background colours enhance the logo’s limited palette — the visual language now has a tool that can be adapted for a wide variety of purposes.
Technical criteria:
the logo varies depending on the size
We have designed several logo variations to accommodate different purposes for web and print. The square version of the logo (below) is used when the space on print or web does not accommodate the horizontal logo (above). Also below are abbreviated logo options for several sub-brands of the company: service, trade-in, renovation.
Secondary typeface
Initially commissioned by a Czech commercial TV company, BC Novatica is a geometric and practical typeface designed by Marek Pistora and Tomáš Brousil from Suitcase Type Foundry.
Patterns
Patterns are formed from graphic symbols, illustrations, and geometric shapes. The limitations set by black and white & geometry actually translate into an unlimited combination of patterns that can adapt to any changes in the company's marketing strategy.
Patterns
Patterns are formed from graphic symbols, illustrations, and geometric shapes. The limitations set by black and white & geometry actually translate into an unlimited combination of patterns that can adapt to any changes in the company's marketing strategy.
How long can we use and reinterpret this visual style?
The new visual identity allows maximum variability thanks to flexible rules of use and unlimited interpretation of the elements. Brand presentation is based on the key identifier. The limitations set by black and white & geometry actually translate into an unlimited combination of patterns that can adapt to any changes in the company's marketing strategy.
What if we get tired of the cuckoo?
A cuckoo is just a metaphor for brand positioning in the market and a basis for building a new level of communication between the company, clients, and real estate agents.
The key identifier is just geometry and two colours: black and white?
Yes, that's right. Complementary colours are only allowed in the brand’s subdivisions and in printed materials — the logo should remain black and white. The new identity is built around geometry and a combination of black and white which make the brand more noticeable.
Here’s your chance to stand out!
Your product or service might be the best out there. Your pricing might be perfectly calibrated. Your customer service might be outstanding. But potential customers might never get that far if they’re turned off by a weak logo, business card, or branding.
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