Polina Shvedovacurated byIvan Yakushev

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PROJECT.OBJI

moscow

identity & branding

blue

colors

hse art and design school

2.9к

2517

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.OBJI brand is a project that explores the difference between the virtual and the real. The objects remind that imperfect reality is more exciting than the digital world, and it is OK to make mistakes.

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Vector drawings of the objects are placed on the objects themselves, to show the difference between a ‘perfect’ sketch and an imperfect result.

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The scarf shows a diagram of how to fold it into a ‘perfect’ rosette.

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The tablecloth depicts drawings of what is needed for an ‘ideal’ breakfast.

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Branding is built on the metaphor of layers: → all work in graphic editors is carried out in layers → layers represent complexity in reality. Using elements from prints for objects:

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The logo has a geometric shape, as well as an offset, as if something went wrong and the name is in the wrong place.

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Packaging should be simple, but at the same time in tune with the concept of the project. The result of a stamp can never be predicted, it is unique each time.

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Наклейки составляются из форм предметов. Также на них помещается техническая информация

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Stickers are made up of object shapes. They also include technical information.

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For photographs, glass was used, so that an object seems to ‘disintegrate’. It is important that this effect is achieved using a real object.

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Zine which contains sketches, print samples, the first versions of how the project should have looked. It is important to show the process of work, because this is the aesthetics of trial and error.