Our research took us to Russia exploring the communication in the region, the language and influences. The landscape of Russia is diverse, not only in its physical geography, but culturally too. Its location on the eastern part of Europe and western part of Asia, have enabled it to absorb influences from each region and is reflected in its contrasts of styles and colour, enabling it to create a unique style of its own. A true inspiration was the Russian National Anthem 'The Hymn of the Russian Federation'. It focuses on a country that is vast in area and rich in resources that will be entrusted to future generations.

The country spans 11 time zones. This became the defining point for the identity, an interacting layered structure with 11 portions, the zone containing Moscow marked in Red. The colours were taken from the Russian Flag and it's associated pride married with platinum metallic edging to echo the premium position of the company.

The structure itself is a stylised representation of the distinctive shape of the county and the curved nature illustrates it's true scale on the globe. The brand style allowed future offshoots to utilse the same graphic language; namely KazakhstanLand and UkraineLand.