Nizhniy Novgorod
Visual Identity for my hometown.
Nizhniy Novgorod is the fifth largest city in Russia, often confused with Veliky Novgorod and still little known abroad — despite its rich history, cultural heritage, and role as a center of Russian applied arts. Once called Russia’s Purse, the Capital of the Volga, and the Third Capital, it was known as Gorky during Soviet times and closed to foreigners.
For a long time, the city relied on outdated visual symbols like its traditional coat of arms. This project introduces a modern graphic language that reflects the city's identity while honoring its heritage.
The core elements are rooted in local symbols: the outline of the Dmitrov Tower from the city’s Kremlin, the meeting point of the Oka and Volga Rivers, and the deer from the historic coat of arms. Inspired by Khokhloma folk art and the work of local artist Tatiana Mavrina, the identity blends tradition with playful modularity — allowing elements to be scaled, rearranged, or deconstructed into expressive, contemporary compositions.
A fresh take on an old city — full of heart and rooted in culture.
