Technokratos

For three years, I took full responsibility for the company’s rebranding process. This journey began with leading group sessions to develop a design strategy using the Core Discovery framework, collaborating closely with the top management and founders during a six-month research phase. It culminated in the gradual implementation of the developed solutions into the company’s processes, ensuring a seamless transition to the new brand identity in close partnership with internal teams.

The objective of the logo redesign was to refresh its appearance while maintaining continuity with the previous version, which had become recognizable among clients and candidates over the five years of the company’s existence. Consequently, from all the sketch options developed during the research phase, the most straightforward and coherent choice was selected — one that drew inspiration from the structure of the existing logo.

The technique of scaling a portion of the logo ultimately resulted in a new, denser, and more cohesive structure for the signmark. This, combined with details inspired by the fluidity of neo-futuristic forms, allowed us to address the technical limitations of the old version, such as its performance at smaller sizes, and to create a more balanced proportion between the mark and the textual elements.

The textual elements have become more serene and stable while retaining the character of the previous version. The strokes and stencil details were organized and made more logical, aligning with the rhythm of the inscription. The letterforms now remain recognizable and legible even at smaller sizes.

In its philosophy, the company draws upon Ancient Greece thought and values, which is why its identity previously featured images of classical statues. While the reference to mythological figures remains, the new visual approaches have shifted closer to modernity — bronze and titanium have replaced white marble, and the aesthetic has transitioned from academic forms to an Art Deco style, which coincided with the rise of the technocratic movement in the first half of the 20th century.

The monumentality and solemnity of ancient sculpture have merged with a contemporary approach to interpreting mythological characters. The figure of Atlas is no longer depicted as a hunched figure burdened by the immense weight of the celestial sphere; instead, he emerges as a powerful titan, bearing the weight of the world on his shoulders with his head held high, gazing forward into the future, embodying a sense of responsibility for the fate of all humanity.

Based on the newly refined letterforms of the logo’s textual elements, the corporate font Technokratos Sans was created. This typeface is utilized for developing derivative logos for the company’s digital products and services, subsidiary units, as well as for internal and external projects and events — such as podcasts, meetups, and more.

For three internal projects of Technokratos — a news Telegram channel, a monthly digest for employees, and a welcome box for newcomers — a logo system was developed, drawing on different elements of the original signmark. This system includes references to the first letter of the project title “Г,” the idiom “to draw a line,” and the number “1.” And all other signmarks for the company’s products and services maintain a cohesive aesthetic and visual style that aligns with the parent logo.

During the course of the project, a concept for three merchandise drops was developed, two of which have already been realized. The concept, much like the identity, draws on references to antiquity. The contemporary resurgence of interest in ancient Greek thought and culture is divided into three periods, corresponding to the three merchandise drops — the Renaissance, the Age of Enlightenment, and Modernism.