The color scheme of the project subtly refers to the flag of Armenia but uses more complex, natural shades:
Bright Orange: an accent color contrasting with soft blue, a symbol of energy.
Soft Blue: a contrasting color resembling the petals of forget-me-nots (a symbol of memory).
Sand: a background color conveying the shades of the sands of the Goravan Desert.
Bright Orange: an accent color contrasting with soft blue, a symbol of energy.
Soft Blue: a contrasting color resembling the petals of forget-me-nots (a symbol of memory).
Sand: a background color conveying the shades of the sands of the Goravan Desert.
A Unified Design System
The Palette: Nature and the Flag
The logo of "The Armenian Trace" is a mathematically calibrated system.
The symbol is built on the principle of the "golden ratio." This gives it absolute visual harmony, monumentality, and a modern, technological look perfectly suited for a YouTube channel and the web space.
The symbol is built on the principle of the "golden ratio." This gives it absolute visual harmony, monumentality, and a modern, technological look perfectly suited for a YouTube channel and the web space.
The Architecture of the Logo
The Visual Code of "The Armenian Trace"
How ancient calligraphy, fertility symbolism, and ornaments of stone steles united in the design of a digital media project.
A signature format of digital art mediation: a combination of painting, original music, and poetic storytelling.
"While creating a digital project about Armenian art, we realized we needed a visual language that avoids banal tourist clichés, yet is unmistakably recognized as Armenian.
The identity of 'The Armenian Trace' is the result of deep visual research. It is a synthesis of UNESCO's intangible cultural heritage, the philosophy of the people, and modern design principles, created specifically for the digital environment."
The identity of 'The Armenian Trace' is the result of deep visual research. It is a synthesis of UNESCO's intangible cultural heritage, the philosophy of the people, and modern design principles, created specifically for the digital environment."
The Task:
Finding the Project's Identity
Finding the Project's Identity
Three Symbols at the Core of the Logo
The Armenian Alphabet. It is a key symbol of national identity, recognized by UNESCO as intangible cultural heritage. The shape of the logo is based on the 23rd letter of the alphabet — "Շ" (Sha). In the Armenian numerological system, its numerical value is 500.
The Pomegranate. The main symbol of Armenia, reflecting a deep connection with life, prosperity, and family unity. To give the letter "Շ" the power of this symbol, the petals of a pomegranate calyx were organically integrated into its shape.
The Khachkar (Cross-stone). A unique type of Armenian stone stele. The Armenian ornament carries ancient beliefs and a protective function. It is a traditional pattern taken from a historical khachkar that replaced the core with seeds in our "pomegranate."
The Pomegranate. The main symbol of Armenia, reflecting a deep connection with life, prosperity, and family unity. To give the letter "Շ" the power of this symbol, the petals of a pomegranate calyx were organically integrated into its shape.
The Khachkar (Cross-stone). A unique type of Armenian stone stele. The Armenian ornament carries ancient beliefs and a protective function. It is a traditional pattern taken from a historical khachkar that replaced the core with seeds in our "pomegranate."
Taisia Dementieva
Art Direction
Design project was created by graphic designer
"When Taisia sent the first presentation, I was absolutely delighted. The way she combined the letter of the alphabet Շ, the shape of a pomegranate, and the khachkar ornament is a stroke of genius. A colossal amount of research was done. The concept was accepted by me without a single edit — this has never happened in my creative projects before."
— Andrey Gunyavin, project curator.
— Andrey Gunyavin, project curator.
Based on the central ornament, a corporate pattern was developed. It allows branding any formats — from YouTube banners and video covers to printed performance posters and presentations for international funds.
