In Berlin, the Ukraine NOW brand is awarded with one of the most prestigious Red Dot Design Awards in 2018. A corporate design Ukraine NOW for presentation in the world has won in Corporate Identity nomination with a decision made by a panel of 24 experts. The official awarding ceremony took place on October 26th.
Ukraine's only branding Ukraine NOW was supported by the Government on May 10, 2018. "This will be the brand to promote Ukraine all around the world", announced Prime Minister of Ukraine Volodymyr Groysman.
The logo was offered by the Banda Agency Ukrainian creative agency, that got the Red Dot Agecny of the Year 2018, while the development and creation took place within the framework of the Commission on promotion of Ukraine under the Ministry of Information Policy with the participation of Ukrainian and foreign experts, the Information and Communication Department of of the Secretariat of the Cabinet of Ministers. The communication concept was prepared with the support and participation of experts from the British government. A series of focus groups were conducted in Warsaw, Berlin, London, and the message was tested in an international campaign on the CNN channel. There was also observed that Ukraine NOW is well perceived among audience in different parts of the world - Munich, Davos, Toronto, Frankfurt, London and Paris.
Within a few months the Ukraine NOW brand has become recognizable and confidently gaining ground for the promotion of Ukrainian goods and services in international markets, assures State Secretary of the Ministry of Information Policy Artem Bidenko.
"This is an important and pleasant victory for Ukraine, as it proves to the fact that we are moving in the right direction, that European values, standards and priorities are key. And, of course, this is a good lesson of perceverance for all of us - to withstand criticism from pseudo-experts and make solid progress towards victory", Artem Bidenko stressed after the awarding ceremony, adding that this achievement is a team work. According to him, the Red Dot Design Award for the visual branding of the country is a kind of Oscar in the world of design, which confirms the creative solution to popularize the country in the world.
"The award received by Ukraine NOW is, first of all, a story about the philosophy of branding. It is rather powerful and positive. The fact that this is not a visual business style, but namely the branding of the entire country, empowers it. Modern Ukrainians - they are about now. They are neither waiting, nor hesitating, nor being frightened. They are creating here and now. What is happening in Ukraine at this moment is the birth of a new nation. And we are happy that Ukraine NOW tells the world about it and will communicate it in the future", said Pavlo Vrzhesch, co-owner and creative director of the Banda Agency. By the way, the Agency was awarded the prestigious international Design Award for the development of the Eurovision-2017 logo as well.
"We have the honor, together with the Government, the Banda Agency, to receive the award for the branding of Ukraine for the first time in the years of independence" said Roksolana Stadnyk, Head of the Information and Communication Department of the Secretariat of the Cabinet of Ministers. According to her, such a high award for national branding is the true recognition, recognition of government communications, and creative industry. Roksolana Stadnyk noted that among the key objectives of Ukraine NOW branding initiative is a demonstration of the country's achievements that could inspire the whole world and encourage people to visit, start a business, and invest in Ukraine. She stressed that the collaboration of the creative industry and the State has a huge potential and should be actively developed, in particular, cooperation on the branding of Ukraine is a good example for that.
It is worth noting that the Banda Agency this year has become the most creative agency in the world with the Red Dot Design Award 2018. This national creative agency won the nomination among hundreds of agencies, representatives from 45 countries that filed more than 8,000 applications. Among the awards received in Berlin by the advertising and design Banda Agency, which has been awarded as the Agency of the Year, is the Ukraine NOW project.
In order to provide a single style of presentation of the State in the world, the Government approved the Ukraine NOW brand on May 10, 2018. The logo was offered by the Ukrainian Banda Agency within the framework of the work of the Commission on promotion of Ukraine under the Ministry of Information Policy. The communication concept was prepared with the support and participation of experts from the British government. As branding was designed to promote international communication, a series of focus groups were conducted in Warsaw, Berlin, and London. Also, there was noted a good perception of Ukraine NOW by the audience in different parts of the world - Munich, Davos, Toronto, Frankfurt, London and Paris.
After approval by the Government, the logo began to gain popularity not only among government agencies, but also among private companies and citizens. Simultaneously, the work was carried out on informing about branding of Ukraine abroad. Thus, in particular, Ukraine NOW was presented in London during a round table Innovations and Opportunities devoted to discussing Ukraine's potential in the context of the global economy in July, and in October - as part of the Ukrainian Week business forum in London, at the conference Ukraine Now: Challenges and Opportunities in New York, at the Forum of the EU Strategy for the Danube Region in Sofia.
More business segments have began to get interested in the brand. The logo started to be used by companies, in particular, Vintage Web Production has created the image generator based on the new logo, a similar service was launched by Odesa online studio Solar Digital. These generators have been used by dozens thousands people both in Ukraine and abroad. Users began to compete in wit generating a variety of options, while companies and entrepreneurs commenced to apply it to promote their business communications. To the anniversary of the free-visa regime Ukrainian studio Indium Lab developed an application of augmented reality that designs the country's logo on the biometric passport of Ukrainians. At the office of the American Chamber of Commerce in Kyiv, the meeting of the Working Group on Hotel Business and Tourism on the new brand of Ukraine Ukraine NOW took place. In addition, Ukrainian Fashion Week (UFW) hosted the forum "Perspectives of Ukraine NOW branding in the projects of creative industries".
In late September, at the Government meeting, the Ministry of Information Policy introduced the Ukraine NOW recommendation brand book. The brand book includes detailed information about the logo: topical options, use of the context icon, rules for its construction, etc. There is also information on the rules for using the logo, fonts and colors. In addition, examples and rules of use, in particular, with state symbols, with subbrands are provided. Brand book (Ukrainian version)
It should be reminded that The Red Dot Award is an international design award that has been awarded for over 50 years. It is awarded in the Red Dot Design Museum in Essen. Each work is evaluated by an expert jury that does not know anything about designers. The jury assesses the various aspects of design work: quality, innovation, and the concept of a product that each particular design leaves. The awarding decision should be unanimous. Rewarded works are exhibited at the leading Red Dot Museum in Essen, Germany.