SKAM has created the concept of Yandex sub-brand identity developed for the next decade.
Yandex is a technology company that builds intelligent products and services powered by machine learning. Their goal is to help consumers and businesses to better navigate online and offline worlds. Since 1997, they have delivered world-class, locally relevant search and information services. Additionally, they have developed market-leading on-demand transportation services, navigation products, and other mobile applications for millions of consumers across the globe.
Yandex, which has 30 offices worldwide, has been listed on NASDAQ since 2011.
We love Yandex and love to use their products, as do millions around the world.
Nevertheless, while It is an edge technology company, both locally and globally, it became stale in its brand appeal limiting its potential.
Yandex as a product is quite familiar and useful, but only in digital form on a PC or a mobile. Current brand identity is not 100% compatible with that of a retail brand, that would be desired by the young and the hip in their everyday life.
This is a new sub-brand named YX.
We have deliberately distanced it from the official corporate style, while still linking its identity to Yandex.
YX proposes a friend-or-foe code for the company. This code will successfully work as a community message, hr-brand or a completely separate entity which people will want to be a part of. The hr-brand value is elevated in a new and exciting way.
Brand philosophy of YX — is an interface for definition of modern Yandex. Y is carried on the right shoulder, X on the left — and in between there is a man with a habitat community philosophy.
YX is an opportunity to peek into the future, furthermore cementing user engagement with the brand in the long term.
We want our concept to inspire people of Yandex to have a fresh and modern outlook on themselves and their company. Companies around the world evolve and develop to simplify their identic, becoming vital and easier to empathize.
This brand identic is flexible and concise, while nonetheless emotional. Look for yourself.
Alexey Maslov and Slava Kuteev SKAM
June 08, 2020
When you are developing high-tech products for the future, you need to be super trendy.
The privilege of being an intellectual trendsetter.