Description

A new logo and visual identity for the Central Children’s Store, infused with warm retro notes, offset trapping, and vintage-inspired typography.

The Central Children’s Store on Lubyanka opened on June 6, 1957. The construction of Detsky Mir was conceived as a gift to all children of the Soviet Union. Its vast showcases and grand arches proclaimed that the bright future had already arrived.

In 2025, the store is undergoing a large-scale transformation, evolving from a beloved shopping center into a true Center of Impressions, where every visit becomes an unforgettable adventure and immersion into a world of magic. The renewed store will become a dynamic, interactive space with cozy family rest areas, a vast gourmet food court, and venues dedicated for vibrant events.

The new logo and visual identity are built on subtle nostalgia for the era when the store first appeared. This feeling is delicately conveyed through a modern serif typeface with playful terminals and drop-shaped details. As a result, the store’s communication feels warm, nostalgic, and highly distinctive.

In all illustrations, children appear noticeably smaller than the surrounding objects. After all, this is a children’s store, and children perceive the world as being much larger than it really is. The illustrations are created with distinctive noise imitating print moiré and trapping, as if they had been printed with misaligned films many years ago.

A distinctive pattern with light retro undertones, interwoven with the recognizable arches of the building, complements the typography and signature illustrations.

Credits

Vladimir Lifanov, Creative Director
Kseniya Aleksandrova, Art Director
Vladimir Anosov, Font Designer
Sofya Khmelyova, Designer
Vyacheslav Nazarenko, Animator
Evgeniy Nikitin, Motion Graphics Designer
Sergey Lyakhovich, Brand Producer
Mikhail Eliseev, New Business Producer