Visual identity for Varosh

varosh.com.ua

About the client

Varosh — an independent media outlet in Zakarpattia,
which reports on life in the region, inspires, informs and fosters the local community.

Task

To develop a cohesive and recognisable brand identity, and to create a visual identity that works across various formats: on the website,
on social media and in printed materials.

What actually shapes a media outlet’s identity?

A brand identity is, first and foremost, a working system. It defines how a brand is presented in day-to-day communications: in news stories, on social media, in special projects, in advertising materials and at offline events.

A brand identity must fulfil several objectives at once:

To ensure brand recognition

Adapt to the fast
pace of the editorial team’s work

To make content creation easier for the team

Maintain a consistent
style across different formats

Identity is a system, not a collection of elements

Logo redesign

We have updated the Varoshlogo — giving it more impact and giving it a fresh new look. At the same time, we have retained the familiar typography of the lettering and the brand’s signature red colour, which are already closely associated with the brand.

The letter V resembles a page being turned. This is a reference to reading, publications and the stories revealed at Varosh. This approach reinforces the concept of media at the level of the brand’s visual communication.

In addition, a favicon and variations of the logo with descriptors for the online publication’s individual areas of activity are provided. This allows for flexible use of the media outlet’s corporate identity across various formats — from news sections to special projects — whilst maintaining its integrity.

The brand’s colour palette

Varosh’s signature red is a strong accent colour that builds brand recognition and acts as an attention-grabbing element. To ensure it retains this role in day-to-day communications, we have expanded the colour palette with a set of supporting colours.

They create visual balance within the content and serve as the foundation for most of the material, whilst red is used as an accent colour for important messages, headlines and key elements.

Visual media system

A set of graphic elements forms a unified system for working with content. In effect, it is a building block system from which the editorial team can assemble visuals for various tasks. This reduces the time needed to prepare materials and minimises the need for constant involvement from a designer. For media organisations operating in a dynamic information environment, this is particularly important.

News website design

The updated brand identity in the media website’s design ensures a cohesive user experience.

Social media design for an online publication

The set of templates provided offers the media several practical benefits:

time savings when creating content
no visual clutter in the feed
consistent brand recognition, even for breaking news

As a result, Varosh ’s content looks cohesive regardless of the topic or type of material, and brand communication is consistently implemented across all digital channels.

Branding
and offline media

Identica operates not only in the digital sphere, but also in offline media communications: at events, meetings, partner activities and presentations.

Even basic promotional items — such as badges and printed materials — are designed in line with a consistent style. This creates a cohesive, professional image of the media organisation and builds trust in it.

Logoguide

In order for the Varosh team to consistently use the identity, all the rules for working with the logo, colour system, and graphic elements are gathered in the logo guide. In addition, it contains ready-made solutions: templates and layouts for social media and print, which can be immediately used in work.

For media organisations, it is a fully-fledged working tool that helps to familiarise new staff with the visual identity, avoid mistakes in visual communication and maintain brand consistency in day-to-day work.

The logo guide can also be shared with partners or contractors, providing clear guidelines for using the logo without needing to involve the team in every design.