Brand identity for the museum complex Usolye Stroganovskoe

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Branding for a museum

Open air museum Usolye Stroganovskoe

Usolye Stroganovskoe
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what is this

Usolye Stroganovskoye is an open-air museum, where buildings of different time and style have formed into a unique ensemble, which is a cultural heritage of the regional and all-Russian level. The average attendance of the museum is up to 50,000 people per year, including an audience of up to 18 years old - more than 10,000 people. The museum hosts creative exhibitions of international, all-Russian, regional levels, local authors, exchange inter-museum exhibitions together with cultural institutions of the Perm Region. The museum organizes scientific and practical conferences, seminars of local and regional scale, is a participant and winner of competitions of social and cultural projects. The history of Usolye is connected with the name of the Stroganovs. In the middle of the 16th century, the commercial and industrial activity of the Stroganovs from Solvychegodsk (where the founder of the Vychegodsk-Perm branch of the Stroganovs, A.F. Stroganov, created the largest salt industry in the country in the first half of the 16th century) was transferred to the Kama region, rich in natural resources, primarily salt brines.

"Usolye Stroganovskoye is not a typical territory. A large amount of historical heritage is concentrated here. Even visually, Usolye Stroganovskoye is a contrasting territory (architectural monuments coexist with the industrial landscape)".

Objectives

Create a single visual identifier for the architectural complex of the future
We are talking about the identification of the whole territory, not a separate museum. This territory will have many functions in addition to the museum: a recreational site, a historical center for Berezniki and Usolye, an area with specially protected landscapes, a tourist area, a venue for events, etc.
Make the image relevant and understandable for a modern audience
One of the goals of the complex is to popularize the place, to establish cooperation with tour operators at the federal and international levels, to attract visitors from all over the world.
Nowadays the complex is known in other regions of Russia and among local tour operators, but they include Usolye in the excursion program as part of one overview product related to Berezniki, Solikamsk, etc. The development plans include attracting an audience in Usolye as part of a separate tour.
Formation of a positive tourism brand
Among the commercial purposes is the placement of the brand in souvenirs ordered by the museum for sale. An indicator of the quality of the project will be the possibility of its multifaceted use not only by the museum, but also by business structures involved in souvenir and food products, publishing, etc.
Do not use the archaic in the positioning of the territory
A very important criterion is not to use the archaic in positioning the territory. "Historic" does not mean "old". One of the wishes: the refusal to use all visually archaic fonts and elements.
Take into account the main information carriers
Among the main carriers of information can be website, social networks, tourist navigation, signs of an administrative institution, information stand of the facility, service signs, transport stops, transport design, various advertising materials and printing products (banners, booklets, posters, etc.), souvenirs, merch.
Create a clear image
Usolye is too diverse in its meanings and symbolism. We need to use a dynamic identity. Wishes and associations: "having a high historical value", "modern", "comfortable", "beautiful", "understandable for a modern audience".

Sirin bird as a logo of the museum of the Stroganov Chamber

Moscow masters lived in the fortress of the Orel city. They created the design for the Stroganovs residence and made tiles, dishes and other decoration. In 1967, the emblem of the Usolye-on-Kama city was created, based on the Sirin bird image from a 17th-century tile placed on the facade of the Usolye Chapel.

Ornament in the form of beetles and plants

The most common motif in the decoration of buildings: "beetle" ornament (brickwork, consisting of figures resembling a beetle or the Russian letter "Ж"). A distinctive feature of the Spaso-Preobrazhensky Cathedral in Usolye is the high basement and the magnificent illumination of the temple part, obtained due to wide windows on two levels.

In the composition of the facade, the main role is played by rich, stone architraves, and the architraves of the first row are more decorative.

Main sightseeings

The historical and architectural complex is located in the island part of Usolye and this is the anchor object for the implementation of the tourism development strategy in the Perm region. In the island part there is 30% of the Usolye territory and 50% of cultural institutions. The historical island part of the city is formed by architectural monuments of the 17th–19th centuries. The surviving objects of historical and cultural heritage placed 3 museums, an exhibition hall, the women's courtyard of the Spaso-Preobrazhensky Monastery and two functioning churches. In total, 43 objects of cultural heritage of federal and regional significance are classified as architectural and urban planning monuments.

Current condition

The island part of Usolye is in unfavorable natural conditions. There are seasonal floods, erosion of the eastern shore, a lot of groundwater. Most of the area is swampy. There is no organized system for collecting, diverting and purification surface water runoff throughout the territory. Unkempt of the island is striking and is associated with the absence of owners of the territory and the rules for its maintenance. It is known that until the end of the 1950s, the public spaces of the island (the square, parks and the boulevard) were actively used by residents.

Current condition

After the territory was abandoned, the greenery began to spontaneously grow and regenerate. The exception was the territory of Posad, which has preserved some elements of improvement, thanks to the functioning of museums and some enterprises. After 2000, museum workers were actively involved in the improvement of the territory. At present, the history of Usolye has been studied in detail and diversified. There are many publications in various scientific studies that describe in detail the formation of the city, the economic and historical reasons for its rise and fall, and architectural features. The territory is outside the service area of urban public transport, as it is located on the island part of the city. You can get to the mainland on the dam.

Events

From 2015 to 2017, the tourist flow to the Usolyе district increased by 22%. The number of visitors is constantly increasing: from 2012 to 2016, the number of visits increased from 27,000 to 54,350 people. The most attractive in the museum complex is historical, cultural and event tourism. Private business is represented by a children's entertainment center, an equestrian school and a monastery refectory.

Rich event agenda: 14 annual events and 15 occasional events.

Sirin bird as a logo of the museum of the Stroganov Chamber

Usolye is a symbolic place where combines the past and the future, old and new, human and nature, folk art, crafts and industrial.

What is Usolye?

Logo
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The first letter of the museum's name in Slavic spelling — "Усолье" — and the contour of the river where the museum is located have similar contours.This is a very fortunate coincidence, which we used to reveal the meaning of this place and its connection.
Usolye is a symbolic place where combines the past and the future, old and new, human and nature, folk art, crafts and industrial.
Usolye is a place of intersection of different meanings. A river on the real map and the river in logo concept acts as a symbol of infinity, history, life. A river is a waterway that brings the wealth of the earth to the surface and links the past and the present.

concept