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Yangi Toshkent: identity concepts and design strategy
On December 16, 2022, our agency was invited to take part in a closed tender for the logo and brand guidelines of Yangi Toshkent (New Tashkent), a new administrative and economic district of Tashkent. The tender was organized by the Marketing Association of Uzbekistan with the support of the Ministry of Construction of the Republic of Uzbekistan.
The main goal was a distinctive identity for the new city that would reflect its progressive spirit, its ambition and its key role in the region’s economic and social development. The project appealed to us not only as a design brief but also as a place branding challenge. A key criterion was a visual identity that would adapt to the city’s infrastructure and also become a symbol of a new stage in the country’s development.
Concept
Yangi Toshkent is more than a district: it is a symbol of Uzbekistan’s future and its drive toward innovation and sustainable development. Our work drew on ideas from the urban master plan: the new city’s three main axes, five corridors and six thematic zones. These inspired five concepts, each expressing the district’s core values and ambitions in its own way.
The idea running through all the concepts is the city as a source of new energy. We wanted to show that Yangi Toshkent is movement and growth rather than simply a place, a development that changes how the city and its people are seen.
The idea running through all the concepts is the city as a source of new energy. We wanted to show that Yangi Toshkent is movement and growth rather than simply a place, a development that changes how the city and its people are seen.
Design
We looked at the idea of the district from several angles, so we developed five logo and identity concepts:
Concept
Concept 1. The heart of Central Asia
A logo in the form of a Y and T monogram symbolizes the heart of the new city and of Central Asia. The simple yet expressive graphics draw on architectural ornament, recalling girih patterns and the key symbols of old Tashkent.
Concept
City of growth
Built on the symbol of a sprout, this concept reflects the environmental and social development goals set out in the master plan. Bionic-style graphics emphasize the link to nature and to innovative architecture.
Concept
Concept 3. A dream come true
A logo featuring the Humo bird and a flower symbolizes inspiration and movement. It brings together past and future, tradition and innovation, conveying the dynamic energy of the new city.
Concept
Concept 4. City of the rising sun
The simple but striking mark conveys the idea of a new dawn for the city and the country. Graphics of the rising sun, a sextant and national ornament express Yangi Toshkent’s ambition to be a center of renewal and sustainable development.
Concept
Concept 5. A starting point for opportunity
A five-pointed star monogram symbolizes the city’s five key areas of development. The logo speaks of a future full of opportunity and fits naturally into the area’s design code.
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