American Center in Moscow Brand Identity

A couple of years ago I have visited the USA for the first time, and this country has impressed me with its diversity. You can see anything in here, starting from the skyscrapers in New York and finishing with the glaciers in Alaska. The US is composed of 50 states and each state has its own culture and traditions. The topic of my graduation work is brand identity for the American center in Moscow. In order to get ready for my graduation work on the design for the American center I need to have an idea what does the US represent, that is why my task is to visually analyze each one of 50 states of America. I started my visual research by analyzing US postal abbreviations. Next, I have analyzed the identity design and main attractions, choosing the most famous destinations. Also, I have selected popular movies that were filmed in each state which express the emotional image of this or that place. During my visual research I have noticed that US identity design consists of bright colors, vector drawings, repeated symbols such as an eagle, a star, US flag, fire and are often used words such as Great, Freedom, God. Also, there are actively used colors of the US flag - blue, white and red. Each state has its own life at the same time. Some states are similar by the spirit, for example southern states are famous for ranches, cowboy hats and racing, while the western states are known for casinos, amusement parks, beaches and parties. Movie scenes, actors' emotions, facial expressions, surroundings - all these details form the country's culture and help feel a certain atmosphere. The visual research has helped me to understand the image of each state and form a clear picture of the US itself. I think that it is very important to take into account the elements of the US design while working on my design project for the American center since the main idea is to make the right impression of this country for those people who have not been there yet.