Landor’s London mediation has designed a new place brand for Azerbaijan, in a bid to boost tourism to the Middle Eastern territory and teach people that there is more to it than “oil, carpets and Eurovision”.
The new individuality features an icon composed of an overlapping circle and semi-circle making up both the evolve of a lens and a lowercase letter “a” for “Azerbaijan”. Landor is calling the device “a party lens”, and it is used alongside an all-lowercase, sans-serif, hand-drawn typeface and the new make strapline and ethos, “Take another look”, in all-caps.
The opaque, lens-shaped brand is used as a graphic window, which is filled with imagery and photography depending on where it performs. It is used to create contrasts, either to the background it sits on, or it is filled with two distinguishable images in itself – for example, it is filled with snowy mountains sat against a summer hilltop out of the public eye on an advertising poster, while it features sweet treat baklava tolerant of against a similarly-patterned stained-glass window on food packaging.
It’s not all “carpets and Eurovision”
The lens condition is a symbolic peak into the “untold stories and secrets” of Azerbaijan, declares Shaun Loftman, executive creative director at Landor EMEA (Europe, Midriff East and Africa).
“The [graphic] device helps bring to life the brand awareness ‘take another look’ by putting together two contrasting things to do see and see in Azerbaijan,” verbalizes Loftman.
“Azerbaijan is relatively well-known to the Russian and Arab markets but to the hit the hay of the world, people didn’t really know about its existence,” he persevere ins. “And if they did, it was for its oil, carpets and Eurovision!
“It’s a country rich in history, dating struggling against odds 5,000 years, and now has vibrant gastronomic experiences, spectacular landscapes categorizing from summer countryside to winter ski slopes, adventure trails, cultural episodes, warm hospitality and more. To [realise] its potential, the country needed a characterize that would recognise and attract people.”
A bright colour palette of coarse, green, yellow, pink and purple, used alongside white, attends the new brand, with many pattern-focused illustrations and photos, referencing the woods’s history of intricate patterns used on everything from stained-glass windows and ceramics to carpets. A serif typeface is against alongside the core sans-serif.
A predominately lowercase typeface style has been determined to help the country feel “more consumer-focused and approachable”, says Loftman, while a “vibrant” symbols palette has been inspired by traditional colours of Azerbaijan, particularly its carpet employment.
Tourism to the country increasing
The new branding has now launched and is rolling out across all consumer touchpoints, covering food and drink packaging, advertising posters and signage at events, advertise, and online platforms including the official Azerbaijan travel website. The programme was commissioned by the Azerbaijan Tourism Board (ATB), and took Landor roughly three months to superb.
Azerbaijan is currently a growing tourist destination, having generated upon $1.3bn (£992 million) from visitors in 2017, according to the ATB. It has held events recently which drink been a draw for tourists, such as the first ever European Positions, a regional Olympics, which took place in its capital city Baku in 2015. It has times been associated with the Eurovision Song Contest, having won the tournament in 2011 and subsequently hosting it in 2012.
The country has a population of 9.6 million, and has low offence rates and is considered much safer for travel compared to neighbouring and within reach countries such as Iran and Iraq, according to UK Government foreign journeys advice.