The wordmark is based on dynamic movements in the letterforms reflecting the soundscape concept and the mountainous landscapes of Armenia. Its bespoke typeface is anchored in the rich rhythm of life tourists experience in Armenia. Together with the tagline, the wordmark literally invites the visitor in a journey of constant discovery through Armenia's magnetic high peaks and deep gorges, authentic experiences offering spontaneous and surprising emotions.
The brand has its custom-made grid entitled Oberton to design different layouts. The grid is inspired by the overtone and its vibrational series (1st through 7th harmonics). By using the main nodes, a dynamic grid is defined as a base following a left to right progressive rhythm allowing within the framework rich flexibility to design communication materials.
For general promotional materials, illustrations from different cluster groupings (gastro, nature, adventure, culture) can be used together. The illustrations can be used with their color pairings and in black & white.
The brand's visual vectors are designed to amplify the country’s storytelling as an ongoing, long-term story arc, and enhance the connection with existing and new visitors. The language translation series engages the visitors in a friendly dialogue with locals and facilitate their immersive experience by learning Armenian travel vocabulary. The photographic series is designed in a way to show the rich and appealing sides of the country and get acquainted with the contrasted and magnetic assets it has. The illustration series is designed in a way to offer a playground for creative exchange between the brand and its multigenerational users.