The Cabinet of Ministers of Ukraine has adopted and approved the Ukraine NOW brand in 2018, which was created by the Ukrainian agency Banda within the framework of the Commission for Promotion of Ukraine under the Ministry of Information Policy.
“The team of the Government, the Ministry of Information Policy, the experts have worked at creating the Ukraine NOW brand. The work is done. This will be Ukraine’s brand in the world,” Ukrainian Prime Minister Volodymyr Hroisman was quoted as saying.
The Minister of Information Policy of Ukraine, Yuriy Stets, commended the effective work of all involved bodies of state power and experts within the framework of the Interagency Commission on Promotion of Ukraine in the World under MIP.
“After the open competition, the holding of focus groups, and resort to advertising agencies, we have obtained a high-quality result now requiring prompt and comprehensive implementation,” he added.
In the near future, the Ministry of Information Policy intends to register the Government-approved brand. “On the basis of this brand, a module brand-book will be created, and all bodies of state power, public organizations, and enterprises will be able to make use of it, subject to technical standards. What it means is the single voice of Ukraine all over the world,” the Ministry’s State Secretary, Artem Bidenko, noted.
How is Ukraine described by others?
“Ukraine is big. In fact it’s Europe’s biggest country and packs a lot of diversity into its borders. Ukrainians are also a diverse crowd: from the wired sophisticates of Kiev’s business quarters to the Gogolesque farmers in Poltava few countries boast such a mixed population. Having only appeared on the map in 1991, the country has managed two revolutions and a Russian invasion already, and fighting in the Donbas is ongoing. History ancient and recent is all around you in this vast land, whether it be among the Gothic churches of Lvov, the Stalinist facades of Kiev, the remnants of the once-animated Jewish culture of west or the ubiquitous Soviet high-rises.” – Lonely Planet on Ukraine
About the Ukraine NOW brand Project
With the support of the British government, a study was conducted on how Ukraine perceives abroad. According to his results, it turned out that the three most popular associations are “corruption”, “revolution” and “war”. To change the perceptions of Ukrainians and convince more people to come to us, this country needs a brand.
Such a brand will demonstrate us as an open modern country, where everything is most interesting right now. The logo came out exactly like this, because we wanted to “highlight” the yellow marker as the main word of the message – NOW. And the blue element in the shape resembles the notifications that we see in social networks. This is a symbol of something new that attracts attention. And Ukraine is really worth paying attention. As a result, the brand has come out bright and modern. It has young good energy, energy of action.
Branding is situational. The final element of each layout becomes an icon. It adapts each time to the context and complements the layout plot. Speaking about Ukraine now needs to be in Ukrainian. Specifically for this brand the Ermilov font was created. This is a modern massive geometric grotesque with a special bevel in the corners of the letter. The work of the Ukrainian artist-constructivist Vasyl Yermilov was inspired by his creation.
Another national communications
Besides national branding campaign, there is ongoing campaign regarding Crimea, the disputed peninsula with Russia. “Crimea is Ukraine” lasts since the Krim Annexation crisis, but we will not talk about this issue this time. Now, let’s keep focus on UA NOW national branding case.