On 19 February 2021, the first “non-permanent” logo that changes its image over time was presented for the Chornobyl Exclusion Zone (CEZ).
The logo, the brand book of the Exclusion Zone and brand strategy were developed by the Banda creative agency. The presentation was made by Deputy Head of the State Agency of Ukraine for Exclusion Zone Management, Maksym Shevchuk, Head of the State Agency for Tourism Development, Maryana Oleskiv, and First Deputy Minister of Environment and Natural Resources of Ukraine, Bogdan Borukhovsky.
“The Exclusion Zone requires good communication and visual perception. Therefore, the process of creating a brand was started. The Banda agency communicated with Ukrainian and foreign focus groups of different age and gender, and created a portrait of an average person interested in Chornobyl: what a perceives and based on this developed a brand strategy and brand book,” said Maksym Shevchuk during the presentation.
First Deputy Minister of Environmental Protection and Natural Resources Bogdan Borukhovsky explained why the logo is called “non-permanent”:
“Every company believes that a brand should remain invariable and eternal. The Coca-Cola brand has been unchanged for more than 100 years. The territory of the Chornobyl Exclusion Zone is a unique phenomenon, and its brand must also be unique. We have developed a non-permanent branding that should symbolically convey the meaning and essence of the Chornobyl Exclusion Zone and what is happening with it.”
To find a strong image, we took the outer coating of the reactor: a hexagon that is filled with color and changes its shape with the course of time. Since then, the countdown to the tragedy started,” added the Government official.
According to the presentation, the logo in a uniform black color will gradually be filled with white every year, until it disappears completely in 2064. This year marks the date of scheduled decommissioning of the Chornobyl NPP.
The visualization is presented in the video:
Державне агентство України з управління зоною відчуження презентувало логотип Чорнобильської зони. Його розробила…
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