Recently, I found myself enjoying place branding projects, whether it’s a new identity design or a re-brand. The mere nature of these kind of projects sparks my imagination and fires up my creativity. As a history lover, these projects make me want to read the place’s history, it’s culture, and it’s people. One such project is the re-brand of Azerbaijan, by Landor.
Azerbaijan is a country located in the South Caucasus region of Eurasia at the crossroads of Eastern Europe and Western Asia. It is enclosed by the Caspian Sea to the east, Russia to the north, Georgia to the northwest, Armenia to the west and Iran to the south. Azerbaijan is a country of contrasts; neither Europe nor Asia, a home of ancient historical empires yet a new and rapidly developing nation. A really interesting place to brand.
As we can see, there’s a great improvement on the logo itself. The original logo looked like a 90’s logo template taken from a certain easy logo creation website.
At first I didn’t really like how the new logo looks. I think that it feels so “corporate”, far from the usual fun and festive tourism logos. But as I went through the complete identity, my thoughts instantly changed. I liked how they used the shape of the logo to picture the contrasts, and I also liked how the silhouette of the logo became the main element of the brand. Partnered with the tagline “take another look”, it worked perfectly, as if it is a window where tourists can see the beauty within Azerbaijan.
See Landor’s project page here.
What are your thoughts? Share in the comments below!