The National Centre RUSSIA: shaping a country's visual code
On June 21, a session "The Present and the Future of Russia's Visual Code: for people, for business, and for the state" was held at St. Petersburg International Economic Forum. The key attention in the discussion was paid to the role of the National Centre RUSSIA as a space where a language of the visual image of our country is developing — the language which is understandable, modern, and saturated with cultural meanings.
The Council on Shaping a New Russian Style, established at the National Centre RUSSIA by an initiative of Elena Yampolskaya, has become an important gathering point for experts and the professional community. Namely, at this event a comprehension and design of the visual language is taking place. This visual language unites and inspires -- from design of the urban environment to the interfaces of digital services.
"What is a multipolar world in my understanding? This is a world where both uniform political and economic standards, as well as uniform standards of beauty, are not imposed. Everyone should have their own face. And at the same time, it is important not to dissolve or to become outdated. The National Centre RUSSIA is an ideal platform where we can work out this balance: to understand the global trends, and at the same time to preserve our uniqueness," said Elena Yampolskaya, Adviser to the President of the Russian Federation, and head of the Council on shaping a new style, at the National Centre RUSSIA.
Natalia Virtuozova, Director General of the National Centre RUSSIA, noted:
"A visual code is not just a beautiful picture. It is a set of meanings, landmarks, it is the language spoken by the country. At the International RUSSIA EXPO, and then at the National Centre RUSSIA, we took the first step to develop this language. It's not just about style, it's about the essence. A visual code is a part of the national security, especially in a rapidly changing world. I thank Elena Yampolskaya for an idea to establish a council on shaping a visual language at the National Centre RUSSIA. We need to preserve our identity, and speak confidently, without fear, in our cultural language — among us, and with the world."
Anton Finogenov, Director of Urban Environment Development at DOM.RF JSC, spoke about the importance of visual language in the architectural environment:
"Like a theater that begins with a hanger, a city begins with an urban planning solution. It should be unique and reflect the diversity of the Russian identity. A visual architectural code is the foundation of the future. If we don't make it diverse, we will lose a lot. We need to work with cities comprehensively."
The participants of the discussion agreed that visual communications are becoming a strategic resource. It's not just about beauty, but also about meaning, accessibility, and emotional closeness. The language of images influences identity, shapes a recognizable image of Russia both inside and outside the country, and makes national values understandable to modern people.
The session was also attended by the public figure and photographer Maria Gruzdeva, the President of the Association of Branding Companies of Russia (ABCR) Anna Lukanina, the head of the Donetsk People's Republic Denis Pushilin, the Creative Director of Designic Studio Anna Sarkisyants, the artist and ornament researcher Lyubov Teptsova, and the Director General of VTSIOM Valery Fedorov.
Earlier, on June 18, the business program of the SPIEF was opened by the Open Dialogue by the National Centre RUSSIA. It was moderated by Maxim Oreshkin, Deputy Head of the Presidential Administration of the Russian Federation. The participants discussed strategic areas of development: investments in people, connectivity, technology and the environment. The basis for the discussion was the analytical report of the "Third Rome" Centre on the results of the international essay contest, which brought together participants from 48 countries. The conclusions formed the basis of the entire business program of the forum.
The entire championship brought together more than 10,000 Russians and compatriots.
