Filter National Project •
Filter National Project •
R O L E :
Brand Identity Design • Art Direction • Logo Design • 3D Mascot Design • Copywriting
Filter is the National media literacy project initiated by the Ministry of Culture and Information Policy of Ukraine.
The mission of the project is to educate and promote media literacy in Ukrainian society and fight against informational fakes. I created the logo and brand identity of the project and also was an art director of visual and digital communication.
This project has won 2022 Sabre Awards EMEA and Certificate of Excellence of 2022 IN2 Sabre Awards (Best in Identity Branding).
Logo Idea
The logo sign was inspired by the simple and strong modernist style because I wanted to create an out-of-time but modern visual look.
Three rectangles and a circle combined three symbolic meanings: Cyrillic letter -Ф- is for Filter (Фільтр), letter -i- is for Information (Інформація), and together they create a simple icon of a human because everyone is each of us is a consumer and disseminator of information.
Visual Language
The visual language of the brand comes from the logo. Rectangular shapes and a circle were transformed into a flexible grid which can be used as a background for the text and images.
As a result, the client received a consistent and recognizable brand identity, which is quite flexible and easy to use.
Brand Mascot
Also, there was created a brand mascot Fil to make the brand voice more friendly in its educational mission. The brand mascot was inspired by MS Word's mascot Clippy from the 90s. Fil was created from the same simple shapes as the logo but with rounded corners.
It's a reference to the mobile phone, which is the main attribute of information consumption in the 21st century.
C R E A T O R S :
Kateryna Korolevtseva
Dmytro Bulanov
S T R A T E G Y , W E B S I T E :
Solutions for People