Twelve
Index of Comfort
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 name of the complex is a clear, neutral word; it sounds neither “expensive” nor “cheap”, with a perfectly balanced tone. In the English language, twelve is a conceptual and symbolic number. There are 12 hours, 12 months, 12 zodiac signs, 12 half-steps in an octave… This number is a metaphor for something complete and wholesome, and at the same time – a symbol of a certain starting point in time, the moment when new life begins. The name reflects the brand’s role to be an important stage in a person’s life, a foothold that enables you to move on. At the same time, it is logically related to the product, because the residential complex is located at 12 Elektrolitny Proezd.
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 colors of the Twelve logo are black, white, and orange. They are complemented by an extended palette of natural, muted tones, as well as a set of gradients derived from them. This flexible palette of unusual colors and unconventional combinations plays a key role in creating a warm and welcoming style that evokes a variety of emotions.
The color palette follows through to the brand’s photo style. A color gradient is applied to the picture, transforming it into an expressive image with a special mood. The themes are deliberately moderate, avoiding hyperbole and grotesque elements. These are “photos from a family album”, “memorable snapshots” – heartfelt, nostalgic, with a Polaroid twist to them.
The communication strategy of twelve brand is aimed at active city dwellers whose attention can be difficult to retain. Therefore, we use brief, clear messages that combine both emotional and rational benefits in one sentence: “a house surrounded by love and green space” or “a house with a view into the future”. We demonstrate that twelve is a place that will help people live their best lives. It is a place that will move forward along with them. Twelve is more than just square meters; it’s your Home.
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.
Client: Tekta Group
2025