Brandbook and logo for the .su domain. How we learned that the domain is not only the oven

Create a brandbookIn which the corporate identity will be close to users from Russia and CIS countries

Rosniiros... There are so many capital letters in this sound. We decipher – this is the Russian Research Institute for the Development of Public Networks, our customer. RosNIIROS is one of the progenitors of the Runet. Since 1993, he has administered the .su domain. He asked us to modernize – to create a logo and a brand book. We have previously worked with a client to make a presentation. Turns out you've earned your trust.

The .su domain appeared in 1990, when the Soviet Union still existed. The name SU stands for Soviet Union. The domain continues to be used, moreover, it is developing. In 2023, 25,000 new addresses were registered in the .su zone. 

In the logo, we conceived to reflect the history of the brand: both the past and the present. The first is the shape, the circle. It refers to the globe, which is depicted on the coat of arms of the USSR. Everything else refreshes the image. We made the letters S and U inseparable by introducing the idea of infinity in the flow of data. Despite the scale of thought, the logo is not overloaded. It turned out to be concise. Like that sentence.

We chose the colors. The main was deep blue, and additional - white and red. In sum, the colors of the flag are guessed. So we emphasized that .su is the first domain for the Russian-speaking audience.

Next to the trademark added two words: “national domain”. They say they should be placed on the right or bottom. Protective fields - areas between the logo and the text, which must be left free. In width and height, they should be equal to the capital letter “H” from the combination “National Domain”. RosNIIROS knows a lot about capital letters, so we immediately understood.

Got the font. The most suitable was Neue Machina. It's fresh, out in 2019. When it was created, the author was inspired by the technologies of the future - for the domain industry it is the same. The font is distinguished by pits in the places of connection of strokes in letters. Previously, cutouts had a practical value - so that the paint did not swim when printing and everything was well read. Now the function is only decorative. The leitmotif of the brand book was outlined, it was progress.

Painted patterns. These are also elements of corporate identity. Two options were proposed:

• a planet with satellites orbiting it - an allusion to the World Wide Web;
• Many dots connected by lines are a symbol of people's connection on the Internet.

The patterns came in handy. In the future, we even animated them: both the planet and the dots came into motion.

The client was pleased with our second and third joint projects. And the most pleasant assessment for us is a new order. RosNIIROS also asked to create a corporate website. Then it will even be noted in the RuNet Rating. For what - we will tell in the next analysis.