So people decided to open their own coffee shop, hairdresser or clothing collection point. Somehow we thought: will they ever come to us for a logo? They can go, but the entrance fee is too high for beginners. So, most likely, they won't. And we decided to shorten this distance.

For those who like us very much, we will make a logo and basic style on the weekend for 100,000 rubles. This is ten times less than the real cost, so there are conditions:

• once a week we choose a startup for which we create a logo and style;

Express design is not a way for a large company to get a cheap design from us. This is help for small and beginner projects. If it turns out that the application under the guise of a private trader was made in the interests of a large company, then we will simply refund the money.

There are ingenious inventors and designers who came up with cool technological things. Or the guys are going to produce a series of furniture or electronics. To get these things promoted on Kickstarter or get investors interested, you need to make them look pretty. This is called industrial design. Or the design of things.

Introducing a new program: express industrial design. We offer help to startups wishing to raise money and test ideas for strength: we create an object design, visualize a concept, work out interaction with a user, render pictures.

The offer works for small companies. For 300,000 rubles, we create a visualization of the concept. Conditions:

• the project must be small and poor (at first);
• once a week we choose a startup for which we develop industrial design;
• payment and signing of a standard contract takes place;
• we create a surface design and several visualizations of the object, basic views (with a set of sections if necessary), optionally - an explosion-diagram of the product and a color-texture map;
• the variant we created is not discussed;
• we use the money received to improve something in the studio - we buy a new computer, camera, jacuzzi for the cat, billiard table, curtains, etc.

The more complete the questionnaire is, the easier it will be for us to make a good design.

Express design has proven to be so incredibly successful that we are also launching express ads. And again for new brands (we love them, what can we do).

Let's say there is a small and new company. Three people like her on social networks, two of whom are the owner's parents. Nobody knows about her yet. Advertising is needed for development, but it is not clear how and with whom to do it.

We decided to choose small brands and create good express advertising for them for 100,000 rubles. For now, these will be key visuals (that is, images that are used in print and outdoor advertising or in social networks). The price is unnaturally low, so there are conditions:

• the project must be small and poor (at first);
• once a week we choose a startup for which we develop advertising;
• payment and signing of a standard contract takes place;
• we create one visual and adapt it to the advertising format chosen by the customer;
• any format is possible - poster, cover, disk, advertising page, banner or picture for social networks;
• the option we have chosen is not discussed;
• we use the money we received to improve something in the studio - we buy a new computer, camera, billiard table, curtains, etc.

I ordered a logo from Tyoma, the studio of Artemy Lebedev has an option "Express design" for young startups - you can buy a logo not for millions, as usual, but for a modest 100,000 rubles. They say that studios sometimes need printer cartridges and other stationery, but with large contracts it does not always remain.

So, I did not stand aside and wrote a letter to the studio:

I liked the logo, and after a few days I got used to it so much that I can't wait to make the whole site under it.

Well, all the insiders, as before, are on my Telegram channel

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The miracle of postmodernism or spitting at the client? What the designers saw in the logo of the bakery from Lebedev

Artemy Lebedev Studio presented a logo for Bakery in Minsk. The commissioned work for "express design" received a lot of criticism on social networks: it was considered too simple and done carelessly. What designers think about the logo, I found out "360".

Artemy Lebedev on Facebook called the logo a "cool identity".

The baton is framed with a dynamically written company name

Art. Lebedev Studio

Lebedev himself is very pleased with the work of designer Albina Gainullina, who oversaw the project. On the studio's website, he published both the final result and the process of creating a "masterpiece".

The logo was made for the Bakery in the center of Minsk, where baked goods are still sold “as in the USSR and without bourgeois excesses”. “What is in the world more Soviet than familiar to everyone from childhood, soft like a grandmother's cheek, promising warmth and care, inspiring heroic deeds, fragrant, tender, with a seductive side, infinitely dear white loaf?” Lebedev said.

The design solution used not only a loaf, but also ear rye. Lebedev is sure that such additions to the logo will increase the recognizability of Bakery hundreds of times.

However, netizens did not appreciate the Bakery logo. They began to actively ridicule and parody.

Advertising at the expense of the customer

Pavel Rodkin, graphic designer and associate professor at the Faculty of Communications, Media and Design at the Higher School of Economics, told 360 that it is difficult to unequivocally assess the work of Artemy Lebedev's studio. It is clearly executed within the framework of the concept of postmodernism, where the concepts between the beautiful and the ugly, the functional and the non-functional are too blurred.

“A characteristic feature of postmodern design is that no, say, classical rational assessments can be applied to it. Therefore, from this point of view, the sign is both ugly and extremely attractive, and extremely ironic, mocking in relation to its consumer and the customer and, at the same time, very sophisticated and very aesthetic. This is in its pure form a work that can be attributed to the design of postmodernism, "- said the source.

The mockery of the logo lies in the fact that it goes against the established ideas about the trademark. Any consumer lives in a certain environment, where he is surrounded by absolutely corporate and commercial design, created according to the established canons, Rodkin said. All modern visual communications, be it logos or advertising, are a bit similar to each other, and Lebedev's work is "a kind of slap in the face to public taste and corporate rules."

According to the established canons, this cannot be done. This is a non-commercial design. It is non-functional and may not be understood by the audience.

Pavel Rodkin.graphic Designer.

This style can be understood only by a narrow stratum of the population and aesthetes who understand postmodernism. However, the designer noted that to a greater extent such “express designs” advertise Lebedev's studio itself. They are not aimed at creating a "solid commercial working mark".

More often, such extraordinary signs are created in order to cause a storm of public opinion. “Customers don't need to expect to be delivered a complete, functional commercial product. It will be a design for the sake of design, which will solve the problems of Lebedev, and not some specific customer, ”concluded Rodkin.

Designer and decorator Victoria Kiorsak believes that there is nothing special on the Bakery logo. She told "360" that it was made in the Soviet style and resembles something familiar and warm from childhood. “I think that Artemy himself is a loud and harsh comrade and expresses many negative fitbacks on many phenomena both in design and on what is happening in the country. I think that the aggressive part of the responses to this logo is expressed by its social position, rather than professional positioning of oneself, ”the designer explained.

The logo looks quite authentic, but neutral and does not evoke any negative connotations in the interlocutor. “He is warm and psychologically verified, comfortable, there is nothing to complain about from a design point of view. Everything is quite simply cozy and comfortable. I definitely don't see anything new in this, ”she concluded.

Lebedev's favorite logo

Earlier, Artemy Lebedev in an interview with Yuri Dudyu spoke about his favorite logo. It turned out to be the project of the fast food chain of Gomel "John Fedor". Customers, like Bakery, used express design services for 100 thousand rubles. Albina Gainullina became the designer of this logo.

Then the owner of "John Fedor" Kirill Pomaleiko was dissatisfied with the work done and did not want to use it. The customer asked to take one of the intermediate versions that were published on the site in the "Process" section, but he was refused.

The John Fedor diner logo also drew a lot of criticism from netizens. They have repeatedly ridiculed not only the emblem, but the very name of the institution. Now Lebedev's haters have a crossover field.