Visual Identity
In 2019, the Institute developed its new visual identity and brand together with the Projector School of Design and Technology.
We gave Projector the following assignment: to create an image of a new Ukrainian state institution which would be, on the one hand, of relevance among other international institutions, and on the other, unique and with a strong connection to Ukrainian culture.
The visual identity of the Institute reflects its search for its own identity and the confidence necessary to introduce new ideas. To create it, we relied on the brand philosophy developed for us by the experts of One Philosophy Group of Companies. A brand philosophy is a set of statements, values and principles that are fundamental to the new institution and determine its nature, ambitions and developmental direction.
Colour and dynamics are the primary vehicles of the Ukrainian Institute's logo. Kyrylo Tkachov has developed a font — Ukrainian Institute — exclusively for use in the Institute's visuals.
The colour refers primarily to Ukrainian modernism and avant-garde, which marked the transition of Ukraine from a traditional, folk-based culture to a modern, contemporary, cosmopolitan, and urban culture. Colour is the formative basis in the works of Olexandr Bogomazov, Vadym Meller, Olexandra Exter and Kazimir Malevich.
Colour is an important cross-cutting feature of Ukrainian visual culture from antiquity through the present day. Folk art, baroque, avant-garde, official and unofficial art of the Soviet era have all fed off the expressive power of pure colour. v
Orange in our logo symbolizes warmth, a positive attitude and openness. The spectrum of colours in a flame represent determination and willingness to change and adopt innovative practices. The transition between colours emphasizes the importance of inner communication and the continuity of cultural traditions.

Dynamics — intermutual movement and colour transitions reflect our approach to cultural diplomacy: the focus is on cooperation, exchange and co-creation, and dialogue among societies through cultural interaction.

The creative use of visual identity provides broad compositional variability and, at the same time, visual recognition. The logo is the starting point for the development of identity: it is a formula that decomposes in space and may be filled with content relevant to different uses and carriers.