This mysterious project – which purports to be a rebrand of the Russian police force – has been causing some debate on design blogs over the last couple of days.
It’s hard to tell if it’s a live project or not. Despite the creation of an official-looking site at http://newpolice.ru/en_index.html, the whole thing has a distinct air of a mock branding exercise.
And so it turned out to be. Design Week got in touch (via translator) with Smart Heart, the Moscow-based consultacy behind the work, who revealed that the project is a self-initiated proposal, but that they are in talks with the Russian police to see if the work could be taken forward.
Smart Heart decided to initiate the project after the Russian police changed its name in March from Militsya (militia) to Politsiya (police). The consultancy says the name change has ‘caused a fair amount of controversy due to the absence of real change.’
As there was no visual communication to support the name change, Smart Heart has worked up a chevron-based system in Russia’s national colours.
This branding has been applied to touchpoints including official documents, police-station signage, incident tape, eco police cars, and ads.
The consultancy even worked up architectural designs for new police stations.
Smart Heart art director Yuriy Mihalchenko says, ‘We’ve used the three colours of the national flag – the colours of our country, making the brand more dynamic and closer to how police are hoping to run things. Something more effective for all of society.’