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Pavel Rodkin. Visual Politics. Brand of Russia

Visual Politics. Brand of Russia

Rodkin, P. (2007). Visual Politics. Brand of Russia. Moscow: Sovpadenie. 160 p. (In Russ.). [Rod'kin, P. (2007). Vizual'naya politika. Firmennyj stil' Rossii. Moskva: Sovpadenie.].

The study focuses on the strategies and issues of national and regional branding, creating logos and corporate identities in the modern public communications. The book is relevant as a theoretical and practical material to create an effective communication technologies and the positive image of Russia.

Language: Russian

Design: Pavel Rodkin

Hard cover: 160 pages

Size: 125x170 mm.

ISBN 9785903060122

© Rodkin, P., 2007

© Publishing house "Sovpadenie", 2007



Visual policy and government communications

Corporate communications and social connections; state discourse

Style methodology and structure

Style strategy; design after postmodernism

Ideology and semiotics; style discourse and its relevance

Orange visual revolution; corporate identity versus symbolic systems

Instead of a conclusion; restyling in exchange for loyalty

State and place branding



Visual Politics. Brand of Russia

The state is a huge manufacturing corporation. This metaphor has long since become commonplace. But it has not lost its usefulness. The leaders of business corporations have realized the colossal (if not the decisive) role of external and internal presentation of their activities and their products. Accordingly, a substantial share of resources is allocated for advertising, design, and PR. They realized that customer loyalty, the firm's image, high-quality and recognizable graphic design — everything that is part of the concept of "brand" — is an intangible asset of the company. Often more important than tangible assets — buildings, machines, etc.

The corporation-state produces only two types of "goods": living conditions for its citizens and itself. Those. reproduces its own identity. Conditions, infrastructure and living standards can be restored relatively easily. But a break in the reproduction of an identity can be fatal. This is what we have done over the past 15-20 years. Unfortunately, many officials and government managers lag far behind their business colleagues in understanding the possibilities of visual communication. But identity, including that expressed graphically, in the form of images and symbols, is a huge resource. The same as oil and gas or finance. Moreover, it is at the same time a means of controlling reality.

Let's hope that the "state people" still realize what a powerful instrument they hold in their hands. But it is not used systematically and unprofessionally. Moreover, life throws up a lot of impressive and frightening examples of the professional use of visual aids — from super successful advertising campaigns to the Orange Revolution. And this book will undoubtedly help all "decision makers" in this.

Andrey Logvin


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