The Russian Brand competition was launched in 2015 and anyone could participate. Experts went through 480 logos and 600 slogans. Then in 2016, the Federal Agency for Tourism of the Russian Federation organized the second round of the competition with the support of the Ministry of Culture of the Russian Federation and the Association of Branding Companies of Russia. Branding industry professionals then developed 30 different concepts for Russian tourism brand identity.
A mass audience was given the opportunity to vote for one of ten pre-selected concepts. Each concept consisted of an idea description, slogan, and visual identity. Participants voted for the concept that better communicated Russia’s unique qualities and built the perception of a great place to visit. In November 2017, a committee selected the winner among the three top vote-geters. The Russian tourism brand identity will be based on the winning concept.