The First

Visual identity for exhibition "First"

Tatyana Kazakova
Vasily Karmazine
Khadia Ulumbekova
Dmitry Krasnov
Dasha Selyanova

On April 12, 1961, for the first time in our plantet’s history, the manned spacecraft “Vostok-1,” piloted by Yuri Gagarin, not only entered orbit but also circled the globe in 108 minutes before returning home.

The term “first” encompasses a vast concept that conveys the scale, range of intense emotions, and numerous associations tied to a significant societal, scientific, evolutionary, and personal even — the first human flight into space.

The exhibition “First” is built on two visual metaphors: the powerful, mysterious, and impressive technology of the future, which we deliberately depicted in broad strokes to enhance its fantastical quality. The second metaphor captures the sensations of the very person who first witnessed the curvature of the Earth’s horizon and the limitless, vibrant palette of colors enveloping the planet.

Orange directly references the color of the first space equipment. Who doesn't remember Yuri Gagarin's orange spacesuit and parachute? Orange is also the color of rocket engine flames at launch, as well as the sunrise and sunset on the orbital horizon, and the flames accompanying the landing module's return to Earth.

Bright green serves as an accent color with a fantastical glow that often evokes feelings of mystery and magic. It is frequently associated with the Northern Lights. Even from Earth's surface, this phenomenon appears miraculous, and its view from space is truly breathtaking.

To maintain the graphic style of the exhibition, we used the Peshka font created by Maria Doreuli, based on industrial typefaces she discovered in photographs of her grandfather, Russian aircraft designer Vladimir Petlyakov. The font is named after Petlyakov’s most famous aircraft—the Pe-2, affectionately called “Peshka” by soldiers. Its design can be described as distinctly square, blocky, and rugged.

In addition to graphic, animated, and printed materials for the exhibition's identity, a signature clothing line and souvenir products were developed in collaboration with ZDDZ. “First” embodies courage, novelty, a spirit of adventure, curiosity, and a quest for possibilities.