“The space where ideas are born is the land that remembers.” — Lina Kostenko
Samar is not just a geographical location — it is a historical code that has spoken again after decades of silence.
A city that has endured changes in name, administrative transformations, and cultural oblivion officially reclaimed its true identity in 2025.
Superheroes.Marketing was tasked not simply with creating a visual identity, but with actualizing collective memory, visualizing the spirit of the community, and launching a new urban narrative.
We created an identity system that:
symbolizes the connection between history and modernity,
reflects the natural uniqueness of the territory,
builds a simple yet profound identification system for both internal and external audiences.
A bridge that connects times.
The mark is built as a layered metaphor:
The Trinity Cathedral, a boat, a bridge, and the sun — fused into a stylized composition that evokes both a coat of arms and a modern icon.
It is instantly recognizable to locals and intuitively legible to visitors.
Logo composition:
Top: the cathedral dome — a historical beacon.
Middle: the bridge and wave — a metaphor for movement and transformation.
Bottom: a typographic base ensuring stability and balance.
The custom wordmark “САМАР” features modified glyphs that echo the architecture of historic churches and wooden buildings from the region.
A living palette of nature.
The core color palette is based on a synthesis of Samar’s natural and cultural elements:
Samara Blue (#153F90) – the depth of the river and intellectual dignity
Cossack Orange (#F36422) – communal energy and strength of will
Forest Green (#008245) – echoes of pine forests and landscape serenity
Supportive tones are optimized for both digital and physical media, ensuring consistent visual experience across all platforms.
Technological classicism.
The primary font — Geologica — delivers clarity in documentation and presentations.
The secondary font — Unbounded — is expressive and flexible, ideal for SMM and accent use.
Together, they enable a seamless visual tone across official and promotional communication.
The logo serves as a foundation for a modular and expandable design language:
Patterns derived from waves, boats, domes, and foliage
A flexible layout grid for SMM and presentations
COMMUNICATION
Samar — the City of Kind People
Tone of voice: dignified, open, historically grounded.
Urban environment: applied to navigation signs, bus stops, playgrounds, facades, manholes, and even recycling bins
Documents & communication: business cards, certificates, letterheads, email templates
Digital & SMM: profile avatars, cover images, banners for events
Events: stage branding, badges, flyers, product packaging for local vendors
Merchandise: T-shirts, hoodies, mugs, bags, phone cases
This project was more than just the creation of a logo.
It was the return of a name.
The creation of a symbol that the community identifies with.
A beginning of a story that will live not only in documents, but in every banner, sign, post, and event.
Samar is Samar again.
And we’re proud to have been part of this homecoming.
Concept & Strategy: Taras Gorbul
Project Management: Taras Gorbul
Art Director: Anna Krush
Logo Design: Daryna Chornobai
Graphic Design: Kateryna Siumar, Nadiya Kravchuk, Olena Sorina, Mariia Mysan
3D Visualization: Maksim Saveliev
