Index of Comfort

Tomatdesign has developed a branding for a residential complex from the developer Tekta Group. Twelve is a modern residential complex in the south of Moscow. It is a perfect example of self-sufficient European architecture. The complex consists of three monumental buildings with a landscaped courtyard and well-developed infrastructure. Convenient location, access to transportation, well-arranged details, numerous technological and architectural solutions make twelve a comfortable place to live in a big city and turn it into a real Home with warm and cozy atmosphere.

The underlying idea of the brand's visual identity is an index that usually indicates the power of a number. In our case, it is a superlative degree because 12 is the number of wholesomeness and harmony. Moreover, the index evokes associations with square meters, emphasizing the brand's connection to real estate. The symbol offers endless possibilities for further use, expanding the dynamic potential of communication. For instance, in a message, it can shift from the logo to the word, emphasizing the important aspects such as: "house 12", "space 12", "love 12", or "family 12".

While working on the concept for corporate identity, we were inspired by the unparalleled historical example of creating an image of a modern, comfortable metropolis. This process made New York City the most trendy and attractive place in the world by the end of the 1980s. One of the key figures behind this urban miracle is Massimo Vignelli, creator of the iconic Helvetica font. Vignelli not only created the terrific design for the New York subway, but also made a significant impact on the overall image of the city that combines the wild energy of an American metropolis with the comfort and elegance of a European capital.

The logo, colors, and typography refer to a calm and timeless design that projects trust and stands for something that is less dependent on trends, something more relatable and understandable to the target audience.