A multifaceted identity
The rebranding of a conglomerate with wide-reaching and diverse business can be a difficult challenge.
The brand team may seek to identify a pattern of core values running throughout all of that business, or perhaps a shared vision of the future.
Tashir Group unites over 200 companies active in a variety of Russian sectors. Its new brand identity, by FITCH brand consultancy, is summarised by its new proposition, ‘Opportunities Everywhere’, a slogan that insinuates a far-reaching and ambitious business model.
The new design style is inspired by Tashir’s old symbol, a multifaceted diamond that symbolises the company’s diversity and suggests a premium quality. The wordmark accompanying the logo uses a sharp, diamond-inspired custom font.
Tashir group is active in development, finance, construction, manufacturing, energy, retail, restaurants and entertainment. Alasdair Lennox, executive creative director EMEA at FITCH, says, “It was a real challenge to create a holistic identity that can unite such a diverse portfolio, but by using simplified and abstract symbols that represent the different business divisions, we have created a strong, coded identity that can take Tashir Group forward into new business opportunities.”
Tashir’s brand had remained unchanged since the company was first founded in 1999. With time, it stopped corresponding to the company’s scale, as well as the changed market requirements.
