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​The Story of One Identity

The architectural firm Archimatika is sharing about its experience of developing a new brand image – still recognizable yet fresh and reflecting the company’s main values: humanistic character, versatility, and a systematic approach.

13 December 2018
Interview
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In two years, Archimatika will celebrate its 15th birthday. The company boasts square kilometers of built projects, as well as offices in Moscow, Kiev, and New York. Why would a company with an established reputation and a recognizable image want to change its brand identity, and how is brand identity created in this branch in general – we talked about these things with the cofounder of the company Alexander Popov and his graphic designer Sergey Mishakin.

Know Thyself

The very first logo for the company was drawn by the architects themselves. It was at that time that the uppercase lambda (Λ) appeared instead of all the “A” letters, which in actuality is not a “lambda” at all, but the roof of a house, an archetype, or one of the most basic architectural elements. Oh, and by the way, Archimatika does use the pitched roof oftentimes in its projects.

Archimatika office © Archimatika
"Comfort Town" residential area. Construction, 2015 © Archimatika


A residential complex on the Stryiskaya Street in Lviv. Park. Project, 2016 © Archimatika


Archimatika office © Archimatika


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Archimatika office © Archimatika


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Archimatika office © Archimatika


Over the years, the company has developed its own style and its own creative method, which, a couple of years ago, the architects decided to put into theory – for themselves, for the new employees, for the clients, and for the end consumers. Alexander Popov believes that finding the answers to the questions “who are you”, “what do you want”, and “how do you want to achieve that” is absolutely crucial, well, for everything. Otherwise, the architect turns into a mindless tool in someone else’s hands, who creates a “random compilation of ideas”, or even a dangerous tool if he conceals his inner approach, which can prove inappropriate for solving this or that task.

Still, at first there were implemented projects that proceeded from the specific task, context, mood, and inspiration. Looking back at their numerous works, the architects got “stuck” for a few months, transforming all of these data into identity formation, philosophy, and a few words of their credo.

"Respublika" shopping and entertainment center. The master plan © Archimatika


Squeezing the whole Archimatika into one category turned out to be a tough call, although there was an attempt that came really close – “human oriented architecture”. At first, the architects liked the wording but then it seemed to them too wide and too narrow at the same time. The company’s brand manager, Evgeny Timchenko proposed to use the formula: Archimatika = Human+Urban+Business. Archimatika works first of all with humans, and not with some incorporeal abstractions, at the same time making sure that the city and the company’s business are getting their benefits.

The community center in the residential complex "Respublika" © Archimatika


Then revolutionary changes were made to the company’s website: now the home page starts not with specific projects but from this key formula and its detailed explanation, which, at the same time, does not replace the classic menu with a catalogue. This way, the viewer inevitably gets exposed to the company’s approach.

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A page of Archimatika corporate website


The bravery of not being great / strong minuscules

The stages of identity formation and website reorganization were followed by the development of new graphic design. Initially, the architects planned to keep the original ΛRCHIMΛTIKΛ logo. According to Alexander Popov, these capital letters broadcast the message: we are big, we are classy, we are brave, and we are not like anyone else.

It was clear that over the years of the company’s existence the architects grew used to this spelling. This is why they asked 3Z Studio of Sergey Mishakin, Tanya Borzunova and Dmitry Verevkin to only design the corporate identity on the basis of the existing logo. Which the designers did – but they still offered a new logo, and were able to convince the architects that it conveyed the values of Archimatika much better.

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A page of Archimatika corporate website


According to 3Z Studio, the old spelling of ΛRCHIMΛTIKΛ was too geometric, too rigid, too authoritative, and allowing of no compromise. It makes you be always uptight, dressed in a suit and tie, and wearing a serious facial expression. All of these descriptions are in conflict with the values of the company that cares about people and their possible needs. The designers put before themselves a task of coming up with a more humane typographic treatment, without trying to suck up the public and keeping up the affinity with the old logo.

The previous Archimatika logo © Archimatika


The new logo. Archimatika design guide 2018 © 3Z Studio


Archimatika design guide 2018 © 3Z Studio


The most precious part – the Λ – remained as a very humane sign: “a roof above one’s head”, a shelter that architects give to people. The triple repetition of this character in the previous version of the logo dilutes its value – Sergey Mishakin comments – This is why the new version of this symbol is only used once – in the beginning of the word. At the same time, being a capital letter in its spirit, it keeps the height of the minuscule и and remains a lower case character in its form, this enhancing the humane character of the logo”.

The spelling was to preserve the original clarity, resonance, and the “architecture-friendly” look. A font from the Futura Bold family perfectly matched this idea: it was created by the German designer Paul Renner, influenced by De Stijl and Bauhaus. Stolzl is a minimalist font based on “pure” geometric shapes, well readable and functional. At the same time, in spite of the constructivist ideas, the lowercase “futuras” remind the grotesques. This font has already become a time-tested classic – from time to time it was used by such giants as IKEA, Volkswagen and other iconic brands.

Archimatika design guide 2018 © 3Z Studiob


For the trademark patterns, the designers are using the same uppercase Λ but in three versions: the width of the characters and the spaces between them are subjugated to a system based on the Fibonacci sequence. The pattern can be continuous or with spaces, depending on the context. This numerical game is also a response to the “architectural” client.

Archimatika design guide 2018 © 3Z Studio


Archimatika design guide 2018 © 3Z Studio


Archimatika design guide 2018 © 3Z Studio


Alexander Popov shares that initially the new logo got an “effect of overturned chairs” but it gradually grew on the architects: “it works, and it truly expressed our philosophy, our inner world, and it shows what makes us different”.

Acceptance is a matter of time

Not everyone, however, was ready to adopt these “humanistic ideas”. Few people, for example, like their name to be written on the business card starting with a lowercase letter. This idea was also borrowed from Bauhaus: they decided that giving up the uppercase letters saved up an hour on an average when making documents. But then again, it only holds true for the German language, in which every noun is capitalized.

Archimatika design guide 2018 © 3Z Studio


Archimatika design guide 2018 © 3Z Studio


At first, the Russian and American partners of Archimatika rejected the new brand identity with various degrees of finality. Our partner, Mick Verret believes that a company with such a logo does not look like company that counts on much: “There are fashionable trends, and there is business that is ultimately all about developing, expanding, fighting and winning. The larger the teeth, the larger the letters, and there's nothing to be ashamed of”.

Alexander Popov has a different opinion, though: “Archimatika is not just about business – it’s first of all about architecture. The purpose of our branch in the USA is conveying the “European feel”, and the rules are set by the humanistic values and the logic of city planning. That’s why Archimatika needn’t be copying the style of American corporations, with which it competes”.

Archimatika design guide 2018 © 3Z Studio


Archimatika design guide 2018 © 3Z Studio


Archimatika design guide 2018 © 3Z Studio


Archimatika design guide 2018 © 3Z Studio


Currently, the team of architects and designers is working on defining the boundaries of the proposed style so that each of the employees could find a meaning that’s specifically resonant with him: instead of just one canonic spelling, there will be a certain “coordinate system”, within the limits of which “deviations” are allowed. As Alexander Popov says, “we are so controversial that you cannot bring us to one common denominator without bumping into graphic contradictions”. And there is also a fair share of humanism about this confession.
Archimatika design guide 2018 © 3Z Studio
Archimatika design guide 2018 © 3Z Studio
Archimatika design guide 2018 © 3Z Studio


13 December 2018

Headlines now
Doubles Match
The architecture of the Tennis Palace built in Luzhniki Olympic Complex, designed by Arena Design Institute, was shaped by three factors: the proximity of the brutalist Druzhba Arena, the closeness of the Moskva River and the metro bridge overpass, as well as the specifics of the function – tennis courts require large spans, abundant light, yet at the same time protection from direct sunlight. The architects divided the building into several blocks, playing on contrast, which is further emphasized by the façades developed in collaboration with TPO Reserve and Vladimir Plotkin.
Microdynamics of Macroprocesses
Given the proximity of the multifunctional complex SOLOS to Sokolniki Park and to a major transport hub, Kleinewelt Architekten embedded in the design of the two high-rise towers a sense of dynamism more characteristic of natural phenomena than of man-made objects. Without the authors’ diagrams, this logic is not easy to decipher, although the eye immediately detects a pattern and tries to grasp it. It seems to us that one tower contains the impulse of a bud about to open, while the other evokes the movement of a lithospheric plate. Let us try to unravel it together.
The Space of Post-Cubism
Sergei Tchoban and Alexandra Sheiner, of Studio CHART, created for the exhibition of “post-cubist” sculpture by Beatrice Sandomirskaya – a talented and even “mainstream” artist, yet almost unknown even to art historians – a space akin to her sculptural language: solidly built, confidently stereometric, and subtly expressive. It curves, emphasizing the mass of the sculpture, envelops the viewer, and guides them from one perspective to another, from a generic “shrine” to a “Madonna”.
The Value of Open Space
For the site near the Barrikadnaya Metro Station, Sergey Skuratov developed five projects between 2020 and 2025. Two of them were ones that won the client’s invitation-only competitions. The fifth was recently selected by the Mayor of Moscow for implementation. The project is vivid and sculptural, expressive, eye-catching, and engaging – very much in line with the spirit of our time. And yet, this project is mid-rise rather than tall. In its northwestern part, near the metro and Druzhinnikovskaya Street, it shapes a comfortable urban environment. On the opposite side, it opens up, allowing sunlight into the courtyard and creating a spatial pause within the dense city fabric. How it is organized, what geometric principles underlie it, and why it takes this form – all this is explored in our article.
Coming From the Cold
The ArchBukhta Festival remains one of the few events in Russia where participants go through the entire process of creating an architectural object – from concept to construction. And they do so on the shores of Lake Baikal, in dedication to it. This year, GAFA took part and shared its experience: a local legend, a team-specific design code, friendship, as well as ice skating and endurance in freezing temperatures all contributed to gaining something more than just an award.
Symphony of Water and Brick
The Alter residential complex, designed by Stepan Liphart and built on a bend of the Okhta River, is an example of a “drawn house”: the number of original architectural details is virtually immeasurable. As a result, ribs, projections, and recesses create a picturesque silhouette even without a significant variation in height. Both composition and material respond to the proximity of the river and to the red-brick factory building dating back to the early 20th century. The project was also significantly shaped by recommendations from the city’s chief architect. More details in our article.
Wave and Vertical
The premium residential complex designed by GAFA for a site in the Khoroshevsky District responds to multiple constraints – the arc of a planned roadway, the water protection zone of the Khodynka River, and insolation requirements – through inventive massing. The composition is built on the interplay of two spatial layers: an elongated perimeter block and three towers concealed behind it generate the silhouette and key viewpoints, while also adding semantic depth reinforced by the façade solutions. Another defining feature is a large private courtyard, complemented by a citywide linear park.
Office on Trubnaya
We continue publishing projects by Valery Kanyashin. A building once described, a quarter century ago, as an example of “quiet modernism” has remained just that in some people’s memory. According to Anatoly Belov, its main quality is its unobtrusiveness. The architects from Ostozhenka say the leading role here is played by context and landscape – the change in elevation. Yet is it really so inconspicuous?
The First International
With this publication, we begin a series of texts dedicated to works by the late Valery Kanyashin, one of the founders of Ostozhenka Architects. As it happens, the projects he was involved in largely illustrate our understanding of the firm and its history. The first project in this series is the International Moscow Bank on Prechistenskaya Embankment.
In Memory of Valery Kanyashin
On Friday, February 27, architect Valery Kanyashin passed away – co-founder of Ostozhenka Architects and the author of many significant buildings in Moscow. We publish a text by Anatoly Belov in memory of Valery Kanyashin.
Hypertext in Space
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The Outline of “Foundation”
In their competition proposal for the Fili transport hub, the consortium led by Alexey Ilyin proposed an “inhabited arch” – a form that is simple yet complex. The architects emphasize that even at the competition stage, the project’s feasibility was fully calculated, taking into account the minimal nighttime closures of Bagration Avenue. How was this achieved? With what functions? Let us take a closer look. In our view, the building would have suited the heroes of Isaac Asimov’s Foundation novels perfectly.
The Flying Horizontal
“A house in the spirit of Wright”, as architect Roman Leonidov describes it, pointing to his source of inspiration, was built on a challenging wedge-shaped site. To achieve a sense of intimacy and secure good views from the windows, the entire volume had to be shifted toward the far boundary, turning the house “back” to the neighboring mansions. The main façade demonstrates time-tested techniques often employed by the company: articulated horizontals, a weightless roofline, and a triad of materials – light plaster, dark slate, and warm wood.
Needles of Horizon Contemplation
The “House of Horizons”, designed by Kleinewelt Architekten in Krylatskoye, is carefully thought out at the stereometric level – from the logic of how the volumes interlock (and, conversely, how gaps are articulated between them) to the triangular balconies that give the building its striking, slightly bristling silhouette.
The Red Thread
A linear park project prepared by Alexey Ilyin studio for the improvement of a riverbank in one of the residential districts seeks to reconnect people with nature. Two levels of the embankment invite visitors to contemplate the landscape while at the same time protecting the riverbank from excessive human impact. The “aerial street” links functional zones and the opposite banks, creating new points of attraction along the way: balconies, bridges, and even a “grotto”.
Spindle and Thread
The concept of the Waver residential complex in Yekaterinburg draws inspiration from the past of the Parkovy district. In order to preserve the memory of the late-19th-century flax spinning mill once located here, the architectural company KPLN turns to the theme of textiles and weaving. The project’s main expressive device is a system of ribbons made of perforated weathering steel – a material that, in such volumes, has arguably not yet been used in Russian residential projects.
From Ski Resorts to Year-Round Recreation Clusters
In mid-December, several architectural firms gathered to discuss a “seasonal” topic: the prospects for the development of domestic ski tourism. Where is modern infrastructure already in place, where do only remnants of the Soviet legacy remain, and where is there still nothing – but projects are underway and soon to be completed? This article explores these questions.
Woven Into Sokolniki
Over the past few years, high-rise residential construction in former industrial zones has become the main theme of Moscow architecture. Towers are springing up here and there – but the question is what kind of towers they are. The residential complex CODE Sokolniki, designed by Ostozhenka Architects, is a project where every detail has been taken care of. The authors are attentive to the history of the site, the continuity of the urban fabric, the skyline, and visual corridors. They also proposed a motif with the lyrical name “scarf”. We take a closer look at the volumetric composition and the large-scale décor “woven”, in this case, out of terraces and balconies.
Stepan Liphart and Yuri Gerth: “Our Program Is Aesthetic”
The studio of Stepan Liphart, an architect known for his distinctive signature style and one-off projects, now has a partner. Yuri Khitrov, a specialist with a broad range of competencies, will take on the part of the work that distracts one from creativity but drives the business forward. One of the aims of this partnership is to improve the urban environment through dialogue with clients and officials. We spoke with both sides about their ambitions, the firm’s development strategy, shared values, and the need for pragmatism. And why the studio is called “Liphart & Gerth” only became clear at the very end of the interview.
The Copper Mirror
The varied-toned sheen of “unsealed” copper, painterly streaks and fingerprints, exposed concrete, and the unusual proportions – when you study the ZILART Museum building by Sergei Tchoban and SPEECH architects, there is plenty to talk about. However, it seems to us that the most interesting thing is how the museum’s composition responds to the realities of the district itself. The residential district has been realized as an open-air exhibition of façade statements by contemporary architects – but without public access to the inner courtyards of the blocks. This building – that is, the museum – is exactly the opposite: on the outside, it is deliberately restrained, while inside it shines spectacularly, creating its own sunbeams in any weather.
“Strangers” in the City
We asked Alexander Skokan for a comment on the results of 2025 – and he sent us a whole article, moreover one devoted to the discussion we recently began on the “appropriateness of high-rises” – or, more broadly speaking, “contrasting insertions into the urban fabric”. The result is a text that is essentially a question: why here? Why like this?
Dmitry Ostroumov: “To use the language of alchemy, we are involved in the process of “transmutation...
What we ended up having was an extremely unusual conversation with Dmitry Ostroumov. Why? At the very least, because he is not just an architect specializing in the construction of Orthodox churches. And not just – which is an extreme rarity – a proponent of developing contemporary stylistics within this still highly conservative field. Dmitry Ostroumov is a Master of Theology. So in addition to the history and specifics of the company, we speak about the very concept of the temple, about canon and tradition, about the living and the eternal, and even about the Russian Logos.
A Glazed Figurine
In searching for an image for a residential building near the Novodevichy Convent, GAFA architects turned to their own perception of the place: it evoked associations with antiquity, plein-air painting, and vintage artifacts. The two towers will be entirely clad in volumetric glazed ceramic – at present, there are no other buildings like this in Russia. The complex will also stand out thanks to its metabolic bay-window cells, streamlined surfaces, a ceremonial “hotel-style” driveway, and a lobby overlooking a lush garden.
A Knight’s Move via the Cour d’Honneur
Intercolumnium Architects presented to the City Planning Council a residential complex project that is set to replace the Aquatoria business center on Vyborgskaya Embankment. Experts praised the overall quality of the work, but expressed reservations about the three cour d’honneurs and suggested softening the contrast between the facades facing the embankment and the Kantemirovsky Bridge.
Mountains, Groves, and Ancestral Towers
The year-round mountain resort Armkhi situated in Russia’s Republic of Ingushetia is positioned as a destination for calm family recreation and has well-established traditions shaped by its hundred-year history and the culture of the region. The development program prepared by the Genplan Institute of Moscow preserves the resort’s identity while expanding its offerings and introducing new types of tourist leisure. In the near future, the resort will feature a balneological center, a thermal complex, an interactive museum, an extreme park, and, of course, new ski slopes.
A Small Country
Mezonproekt is developing a long-term master plan for the MEPhI campus in Obninsk. Over the next ten years, an enclave territory of about 100 hectares, located in a forest on the northern edge of the city, is set to transform into a modern center for the development of the nuclear energy sector. The plan envisions attracting international students and specialists, as well as comprehensive territorial development: both through the contemporary realization of “frozen” plans from the 1980s and through the introduction of new trends – public spaces, an aquapark, a food court, a school, and even a nuclear medicine center. Public and sports facilities are intended to be accessible to city residents as well, and the campus is to be physically and functionally connected to Obninsk.
Pearl Divers
GAFA has designed an apartment complex for Derbent intended to switch people from a work mode to a resort mindset – and to give the surrounding area a much-needed jolt. The building offers two distinct faces: restrained and laconic on the city side, and a lushly ornate façade facing the sea. At the heart of the complex, a hidden pearl lies – an open-air pool with an arch, offering views of a starry sky, and providing direct access to the beach.
A Satellite Island
The Genplan Institute of Moscow has prepared a master plan for the development of the Sarpinsky and Golodny island system, located within the administrative boundaries of Volgograd and considered among the largest river islands in Russia. By 2045, the plan envisions the implementation of 15 large-scale investment projects, including sports and educational clusters, a congress center with a “Volgonarium”, a film production cluster, and twenty-one theme parks. We explain which engineering, environmental, and transportation challenges must be addressed to turn this vision into reality. The master plan solutions have already been approved and incorporated into the city’s general development plan.
The Amber Gate
The Amber City residential complex is one of the redevelopment projects in the former industrial area located beyond Moscow’s Third Ring Road near Begovaya metro station. Alexey Ilyin’s studio proposed an original master plan that transformed two clusters of towers into ceremonial propylaea, gave the complex a recognizable silhouette, and established visual connections with new high-rise developments on both right and left – thus integrating it into the scale of the growing metropolis. It is also marked by its own futuristic stylistic language, based on a reinterpreted streamline aesthetic.