По-русски

​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
mainImg

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


zooming
Archimatika office © Archimatika


zooming


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.

zooming
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.

zooming
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
The Golden Crown
The concept for a dental clinic in Yekaterinburg, developed by CNTR Studio, revolves around the idea of a “mouth full of gold”: pristine white porcelain stoneware walls are complemented by matte brass details. To avoid an overly literal interpretation, the architects focused on the building’s proportions, skillfully navigating between sunlight requirements and fire safety regulations.
Flexibility and Integration
Not long ago, we covered the project for the fourth phase of the ÁLIA residential complex, designed by APEX. Now, we’ve been shown different fence concepts they developed to enclose the complex’s private courtyards, incorporating a variety of public functions. We believe that the sheer fact that the complex’s architects were involved in such a detail as fencing speaks volumes.
A Step Forward
The HIDE residential complex represents a major milestone for ADM architects and their leaders Andrey Romanov and Ekaterina Kuznetsova in their quest for a fresh high-rise aesthetic – one that is flexible and layered, capable of bringing vibrancy to mass and silhouette while shaping form. Over recent years, this approach has become ADM’s “signature style”, with the golden HIDE tower playing a pivotal role in its evolution. Here, we delve into the project’s story, explore the details of the complex’s design, and uncover its core essence.
Gold in the Sands
A new office for a transcontinental company specializing in resource extraction and processing has opened in Dubai. Designed by T+T Architects, masters of creating spaces that are contemporary, diverse, flexible, and original, this project exemplifies their expertise. On the executive floor, a massive brass-clad partition dominates, while layered textures of compressed earth create a contextually resonant backdrop.
Layers and Levels of Flight
This project goes way back – Reserve Union won this architectural competition at the end of 2011, and the building was completed in 2018, so it’s practically “archival”. However, despite being relatively unknown, the building can hardly be considered “dated” and remains a prime example of architectural expression, particularly in the headquarters genre. And it’s especially fitting for an aviation company office. In some ways, it resembles the Aeroflot headquarters at Sheremetyevo but with its own unique identity, following the signature style of Vladimir Plotkin. In this article, we take an in-depth look at the United Aircraft Corporation (UAC) headquarters in the Moscow agglomeration town of Zhukovsky, supplemented by recent photographs from Alexey Naroditsky – a shoot that became only recently possible due to the fact that improvements were finally made in the surrounding area.
Light and Shadow
In this article, we delve into the architectural design of the “Chaika” house by DNK ag architects, which was recently completed in 2023 as part of the collection of signature designs at ZILArt. As is well-known, all the buildings in this complex follow a design code, yet each one is distinct. This particular building stands out not only for its whiteness and minimalism but also for the refined use of a limited number of techniques that, together, create what can confidently be called synergy.
Casus Novae
A master plan was developed for a large residential area with a name of “DNS City”, but now that its implementation began, the plan has been arbitrarily reformatted and replaced with something that, while similar on the surface, is actually quite different. This is not the first time such a thing happens, but it’s always frustrating. With permission from the author, we are sharing Maria Elkina’s post.
Treasure Hunting
The GAFA bureau, in collaboration with Tegola and Arkhitail, organized an expedition to the island of Kilpola in Karelia as part of Moskomarkhitektura’s “Open City” festival. There, amidst moss and rocks, the students sought answers to questions like: what is the sacred, where does it dwell, and what sustains it? Assisting the participants in this quest were landscape engineer Evgeny Levin, artist Nicholas Roerich, a moose, and the lack of cellular connection. Here’s how the story unfolded.
Depths of the Earth, Streams of Water
In the Malaya Okhta district, the Akzent building, designed by Stepan Liphart, was constructed. It follows a classic tripartite structure, yet it’s what you might call “hand-drawn”: each façade is unique in its form and details, some of which aren’t immediately noticeable. In this article, we explore the context and, together with the architect, delve into how the form was developed.
Fir Tree Dynamics
The “Airports of Region” holding is planning to build an airport in Karachay-Cherkessia, aiming to make the Arkhyz and Dombay resorts more accessible to travelers. The project that won in an invitation-only competition, submitted by Sergey Nikeshkin’s KPLN, blends natural imagery inspired by the shape of a conifer seed, open-air waiting spaces, majestic large trees, and a green roof elevated on needle-like columns. The result is both nature-inspired and WOW.
​A Brick Shell
In the process of designing a clubhouse situated among pine trees in a prestigious suburban area near Moscow, the architectural firm “A.Len” did the façade design part. The combination of different types of brick and masonry correlates with the volumetric and plastique solutions, further enhanced by the inclusion of wood-painted fragments and metal “glazing”.
Word Forms
ATRIUM architects love ambitious challenges, and for the firm’s thirtieth anniversary, they boldly play a game of words with an exhibition that dives deep into a self-created vocabulary. They immerse their projects – especially art installations – into this glossary, as if plunging into a current of their own. You feel as if you’re flowing through the veins of pure art, immersed in a universe of vertical cities, educational spaces – of which the architects are true masters – and the cultural codes of various locations. But what truly captivates is the bold statement that Vera Butko and Anton Nadtochy make, both through their work and this exhibition: architecture, above all, is art – the art of working with form and space.
Flexibility and Acuteness of Modernity
Luxurious, fluid, large “kokoshniks” and spiral barrel columns, as if made from colorful chewing gum: there seem to be no other mansion like this in Moscow, designed in the “Neo-Russian-Modern” style. And the “Teremok” on Malaya Kaluzhskaya, previously somewhat obscure, has “come alive with new colors” and gained visibility after its restoration for the office of the “architectural ecosystem” as the architects love to call themselves. It’s evident that Julius Borisov and the architects at UNK put their hearts into finding this new office and bringing it up to date. Let’s delve into the paradoxes of this mansion’s history and its plasticity. Spoiler: two versions of modernity meet here, both balancing on the razor’s edge of “what’s current”.
Yuri Vissarionov: “A modular house does not belong to the land”
It belongs to space, or to the air... It turns out that 3D printing is more effective when combined with a modular approach: the house is built in a workshop and then adapted to the site, including on uneven terrain. Yuri Vissarionov shares his latest experience in designing tourist complexes, both in central Russia and in the south. These include houseboats, homes printed from lightweight concrete using a 3D printer, and, of course, frame houses.
​Moscow’s First
“The quality of education largely depends on the quality of the educational environment”. This principle of the last decade has been realized by Sergey Skuratov in the project for the First Moscow Gymnasium on Rostovskaya Embankment in the Khamovniki district. The building seamlessly integrates into the complex urban landscape, responding both to the pedestrian flow of the city and the quiet alleyways. It skillfully takes advantage of the height differences and aligns with modern trends in educational space design. Let’s take a closer look.
Looking at the Water
The site of Villa Sonata stretches from the road to the water’s edge, offering its own shoreline, pier, and a picturesque river panorama. To reveal these sweeping views, Roman Leonidov “cut” the façade diagonally parallel to the river, thus getting two main axes for the house and, consequently, “two heads”. The internal core – two double-height spaces, a living room and a conservatory, with a “bridge” above them – makes the house both “transparent” and filled with light.
The White Wing
Well, it’s not exactly white. It’s more of a beige, white-stone structure that plays with the color of limestone – smoother surfaces are lighter, while rougher ones are darker. This wing unites various elements: it absorbs and interprets the surrounding themes. It responds to everything, yet maintains a cohesive expression – a challenging task! – while also incorporating recognizable features of its own, such as the dynamic cuts at the bottom, top, and middle.
Urban Dunes
The XSA Ramps team designed and built a three-part sports hub for a park in Rostov-on-Don, welcoming people of all ages and fitness levels. The skate plaza, pump track, and playground are all meticulously crafted with details that attract a diverse range of visitors. The technical execution of the shapes and slopes transforms this space into a kind of sculptural composition.
Proportional Growth
The project for the fourth phase of the ÁLIA residential area has been announced. The buildings are situated on an elongated plot – almost a “ray” that shoots out from the center of the area towards the river. Their layout reflects both a response to Moscow’s architectural preferences over the past 15 years, shifting “from blocks to towers”, and an interpretation of the neighboring business park designed by SOM. Additionally, the best apartments here are not located at the very top but closer to the middle, forming a glowing “waistline”.
The “Staircase” Building
In designing the “Details” residential complex in New Moscow, Rais Baishev spiced up the now-popular Moscow theme of a “courtyard” building with an idea drawn from the surrealist drawings by Maurits Escher. He envisioned the stepped silhouettes and descending slopes as a metaphysical mega-staircase, creating a key void within the courtyard that gave the project an internal “spine”. This concept is felt both in the building’s silhouette and on its façades.
Projection of the Quarter
No one doubted that the building that Vladimir Plotkin designed as part of the “Garden Quarters” would be the most modernist of all. And it turned out just that way: while adhering to the common design code, the building successfully combines brick and white stone, rhythmically responding to the neighboring building designed by Ostozhenka, yet tactfully and persistently making a few statements of its own. This includes the projection of the ideal urban development composition “14–9–6”, which can be found right next door, mathematical calculations, including those for various types of terraces (and perhaps the only reminder of the Soviet past of the Kauchuk rubber factory!), and the white “cross-stitch” pattern of the façade grid.
Domus Aurea
In this issue, we examine the “Tessinsky-1” house, designed by Sergey Skuratov and completed in 2023. Located in the middle of the Serebryanicheskaya Embankment district, at the intersection of its main streets, this house assumes a sort of “nodal” role: it not only responds to everything around it and preserves many memories of the former EMA factory within itself, but it weaves all this into a newly directed pattern, reconciling bright “gold” and dark-colored brick, largely with the help of the new, modern-yet-archaic Columba brick, which, come to think about it, is the most precious element here.
The Chimney of Nikola-Lenivets
In this issue, we are examining the “Obelisk House” designed by KATARSIS and built for the Arkhstoyanie 2023 festival. However, it was only finished later on, and this is why we are examining it now. It seems to us that after the “Obelisk House” appeared in Nikola-Lenivets, a dialogue and a few inner connections appeared between the temporary structures built here. These houses no longer look like “accidental neighbors”, more of which below.
​Periscope by the Bay
The jury awarded the second place in the competition for a public and cultural center in Petropavlovsk-Kamchatsky to the companies GORA (“Mountain”) and M4. In the consortium’s proposal, the building resembles a sperm whale with a calf swimming next to it or a periscope, whose lenses capture the most spectacular views from the surrounding landscape.
From Arcs to Dolmens
While working on the competition project for Petropavlovsk-Kamchatsky, ASADOV Architects prioritized the value of the natural and urban environment, aiming to preserve the balance of the location while minimizing the resemblance of the volume that they designed to a “traditional building”. The task was challenging, and the architects created three versions, one of which having been developed after the competition, where their main proposal took third place. However, the point of interest here is not the competition result but the continuity of creative thinking.
Hide and Seek
The ID Moskovskiy house, designed by Stepan Liphart in St. Petersburg, in the courtyards near Moskovskiy Avenue beyond the Obvodny Canal and recently completed, is notable for several reasons. Firstly, it has been realized with considerable accuracy, which is particularly significant as this is the first building where the architect was responsible not only for the facades but also for the layouts, allowing for better integration between the two. On the other hand, this building is interesting as an example of the “germination” of new architecture in the city: it draws on the best examples from the neighborhood and becomes an improved and developed sum of ideas found by the architect in the surrounding context.
The Big Twelve
Yesterday, the winners of the Moscow Mayor’s Architecture Award were announced and honored. Let’s take a look at what was awarded and, in some cases, even critique this esteemed award. After all, there is always room for improvement, right?
Above the Golden Horn
The residential complex “Philosophy” designed by T+T architects in Vladivostok, is one of the new projects in the “Golubinaya Pad” area, changing its development philosophy (pun intended) from single houses to a comprehensive approach. The buildings are organized along public streets, varying in height and format, with one house even executed in gallery typology, featuring a cantilever leaning on an art object.
Nuanced Alternative
How can you rhyme a square and space? Easily! But to do so, you need to rhyme everything you can possibly think of: weave everything together, like in a tensegrity structure, and find your own optics too. The new exhibition at GES-2 does just that, offering its visitor a new perspective on the history of art spanning 150 years, infused with the hope for endless multiplicity of worlds and art histories. Read on to see how this is achieved and how the exhibition design by Evgeny Ace contributes to it.
Blinds for Ice
An ice arena has been constructed in Domodedovo based on a project by Yuri Vissarionov Architects. To prevent the long façade, a technical requirement for winter sports facilities, from appearing monotonous, the architects proposed the use of suspended structures with multidirectional slats. This design protects the ice from direct sunlight while giving the wall texture and detail.