In 2021 we were invited to create a new visual identity for Me’mor, an architecture competition held in Tashkent, the capital of Uzbekistan.

The identity had to explore sustainable urban development and the preservation of Uzbekistan’s cultural heritage, with an emphasis on the uniqueness of the local architectural context.

The competition’s central theme was seismic modernism, an architectural movement that emerged in Central Asia in the mid-20th century, combining modernist principles with unique engineering solutions for earthquake-prone regions. We took this style, with its natural union of aesthetics and resilience, as the basis for the new identity.

Seismic modernism is an architectural legacy and also an example of how art and engineering can meet the challenges of the future, making cities resilient and safe. We decided Me’mor would become a platform for telling the story of this movement while helping to shape Uzbekistan’s new architectural heritage.

The new Me’mor identity draws on the facade patterns and decorative details of Tashkent’s landmark seismic modernist buildings. We chose characteristic geometric forms that symbolize resilience and stability and also reflect the aesthetic of this movement.

The style is built on clean lines and modular patterns that recall the facade panels typical of modernist buildings. They create a rhythm that conveys stability and serve as a metaphor for the structural solutions at the heart of the style. The palette is dominated by natural concrete and earth tones, symbolizing the bond between architecture and its environment.

In the logo and typography we used strict forms and restraint to convey professionalism and modernity. At the same time, the design elements stay flexible enough to adapt to different formats, from posters and social media to exhibition design.

The new Me’mor identity did more than accompany the competition visually. It became an important tool for drawing attention to sustainable architecture and the legacy of seismic modernism. The award’s distinctive style underlined its significance and its cultural roots in the region, making the competition recognizable both locally and internationally.