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The Malachite Path: How a Ural Stone Became a Symbol of Russia’s New Logistics
- Reading time: 3 minutes
Client
First Federal Container Operator (FFCO) — the first Russian manufacturer of serially produced rolling-stock container platforms of its own design.
The company provides an intermodal service for transporting semi-trailers by rail using well-type platforms and special basket technology, ensuring efficiency, innovation, and import substitution in the logistics sector.
The company provides an intermodal service for transporting semi-trailers by rail using well-type platforms and special basket technology, ensuring efficiency, innovation, and import substitution in the logistics sector.
Challenge
To create a national-level logistics brand representing a new generation of transportation in Russia.
The identity had to reflect innovation, reliability, ecology, and heritage — and look equally convincing both in corporate applications and on industrial carriers like trailers and platforms.
The identity had to reflect innovation, reliability, ecology, and heritage — and look equally convincing both in corporate applications and on industrial carriers like trailers and platforms.
Solution
We built the entire branding concept around the idea of heritage — cultural, historical, and geographical.
Three main visual elements form the basis of the identity:
- The logo features a custom typeface inspired by the geometry of train wagons and windows.
- The key symbol — an arrow pointing left — does not denote direction but acts as a "greater than" sign, embodying the company’s advantages: greater efficiency, greater ecological value, greater opportunities.
- The core brand symbol became malachite — a stone from the Urals that represents honesty, diligence, and unity with nature. Its deep green palette conveys sustainability and harmony with the environment.
Three main visual elements form the basis of the identity:
- Arrow: A comparative tool for clear brand messaging — e.g. "greater speed," "greater safety," "greater benefit."
- Mosaic pattern: A reference to malachite facets and craftsmanship.
- Pine motif: Symbolizing Russia’s forests through which the railway runs, reinforcing the natural, ecological narrative.
Execution
- Concept DevelopmentStep 1We placed the idea of heritage at the core and chose malachite as the unifying metaphor.
- Identity CreationStep 2Developed the logo, arrow system, and colour palette inspired by malachite’s textures and shades.
- Brand System DesignStep 3Built patterns "Mosaic" and "Pines" with detailed usage rules for digital and physical media.
- Adaptation Across TouchpointsStep 4Prepared layouts for freight branding, documentation, merchandise, and uniforms. For the English version, we applied transliteration to retain the unique visual rhythm of the Cyrillic letter “К”.
- ImplementationStep 5The corporate style was integrated across all communication layers — from official papers to future branded rolling stock.
Result
In 2020, FFCO’s container trains successfully connected Kaliningrad and Khabarovsk, while the newly created brand became a symbol of environmentally responsible logistics in Russia. The identity now embodies the idea of "heritage through innovation" — combining advanced intermodal technologies with the cultural and natural essence of the country.
Project Team
- First Federal Container Operator (FFCO)client
- SICHKAR GROUPagency
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