Moscow has a huge potential for attracting tourists. As a genuine capital of a huge country, it is very diverse, and interesting stories are awaiting you here at every turn. Moscow cannot be associated with any minimal set of recognizable symbols. The Moscow Ambassadors School is an opportunity for Muscovites to gain the necessary expert skills to get into travel design. They can transform their own knowledge into interesting stories that can potentially become a new tourist route.
A typographic solution was chosen for the signature design based on the principle of typographic eclecticism. Old Russian writing, crossing with the cursive and recognizable fonts of the avant-garde artist Sergei Chekhonin, forms a bizarre alphabet on which the entire identity system is built — many-sided, combinatorial, reminiscent of the intergenerational connections. The colour scheme is concise — bright red has long been considered the signature colour of the city; it makes the style bright, clear, attractive, like Moscow itself.
