Ukraine NOW

The main goal was to form a positive image of Ukraine among the international community, attract foreign investors and improve tourism potential.

[2] Both the writing of the Concept and all the processes of creating a single brand were initiated and accompanied by the State Secretary of the Ministry of Information Policy Artem Bidenko.

In the course of the committee's work and with the support of the British government, a study was conducted on how Ukraine is perceived abroad.

It included 6 focus groups from Great Britain, Germany and Poland, showing several concepts of Ukraine promotion.

This process was joined by Conrad Bird, who led the famous campaign to promote the UK called GREAT.

With such a reputation, it is difficult to attract investment and tourists to the country, change perceptions of Ukrainians and persuade people to come here, so Ukraine needs a brand.

The work lasted for nine months, and before the final decision, the brand options were tested again in the target audiences with the assistance of the UkraineInvest.

[7] The brand book was commissioned by the Ministry of Information Policy by the Export Promotion Office with the support of the European Bank for Reconstruction and Development.

Based on the Ukraine NOW logo, web productions Vintage and SOLAR Digital have created image generators.

[10] To mark the anniversary of the introduction of the visa-free regime, Indium Lab studio has developed an augmented reality application that designs the brand logo on a biometric passport.

[13] Well-known artist Serhii Poiarkov negatively assessed the work of Banda Agency,[14] and Russian designer Artemy Lebedev noted the "modern graphics" [15] of the sign.