Eksmo

A revitalised brand for a multi media age

Established in 1991, Eksmo is now one of the largest publishing houses in Russia, publishing an extensive range of titles across all subjects, both fiction and non-fiction.

The Eksmo brand had become outdated and did not reflect the leading and vibrant status of the company in a multi media age.

The challenge was how far to go in changing this well-known logo. There was a need to create a strong, contemporary mark of quality that had a brand story behind it and yet, at the same time, retained some form of relationship to the old logo.

We therefore explored a spectrum of strategic and conceptual possibilities from evolutionary to revolutionary in terms of degrees of change. The rich, maroon colour was retained and a new mark evolved, inspired by the reflective shape of the Cyrillic Э. This developed into a pivot or turning point, made up of two dynamically intertwined E’s that read in uppercase for Russian and lowercase for international audiences.

The new brand has acted as an important tool to communicate a strong message to the core target audiences of authors, dealers and staff, about working in a balanced partnership for mutual success. The focus is on forward progression through interactive relationships and the double Э creates a unique linked symbol of unity. In a relatively short period of time this distinctive new identity has quickly established itself as the definitive Eksmo brand, well loved and familiar to key stakeholders and readers alike.

The brandmark has also proved itself to be highly versatile in terms of application – a key requirement of the brief. The company has already achieved an important share of the audio-books business through the development of Eksmo-Sidikom and is currently actively pursuing other areas of new media publishing.

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