The Lebedev Studio Built Luzhniki's Identity on Arcs
Artemy Lebedev's Studio created a brand platform and identity for Luzhniki based on arcs — from the arena's structures to skater ramps. The style is already in use on the website and in wayfinding.
Artemy Lebedev's Studio has created a brand platform, identity, and creative framework for the Luzhniki sports complex. News of the rebranding appeared on the studio's official website. The new logo and visual identity are already in use across nearly all of the complex's communication channels — from the official website to posters and wayfinding elements throughout the grounds.
The task: moving beyond the image of a single arena
In the designers' view, for a long time the public associated Luzhniki only with the Grand Sports Arena. The goal of the rebrand was to reflect the "multifaceted world of the complex" — a place where sports infrastructure coexists with spots for solitude and strolls.
The arc as the foundation of the visual language
The new graphic language is built on the form of arcs. The project's authors explain the choice of this element by the complex's key features: the structures of the Grand Sports Arena, the curves of the running tracks, and the ramps for skaters and cyclists.
The arcs form the basis of the logo and the custom typeface's letterforms. The same element is used in an endless pattern — a repeating graphic motif that can be applied to any surfaces and media.
"The pattern reinforces the concept of 'inhale-exhale' embedded in the brand platform. Every visitor finds their own rhythm and their own place on the grounds," the studio's press service said.
A creative framework for every venue
The variety of activities at Luzhniki is underscored by the creative framework. Each venue within the complex has been given its own logo that supports the overall style. This includes the Palace of Tennis, the Druzhba universal sports hall, and the Aquatics Complex.
This approach allows each facility to remain recognizable within a unified system, while the network of venues as a whole operates under a common brand.
Experience with sports venues
The studio has previously worked with other sports sites. For FC Krasnodar's stadium, the designers developed a wayfinding system that fit into the arena's already finished interior. Sector, row, and seat numbers were applied with special paint that mimics natural shadow — so the graphics don't overload the interior. For Krasnodar, the studio also reimagined the design of season passes and single-match tickets.
For the SKA Arena ice palace in Saint Petersburg — the largest hockey stadium in the world — the studio created the official website and the complex's entire digital ecosystem.
The Luzhniki project continues the studio's line of work with major Russian sports venues. The updated identity is already live at every point of contact between the brand and its audience.
Original: artlebedev.ru
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