Moldova is a relatively new country, gaining its independence in 1991 as part of the dissolution of the Soviet Union. It’s located inland between Romania to the west and Ukraine to the rest of the sides and has an estimated population of 3 million. A quick Google Image search returns images of beautiful landscapes and great old structures (and some sadder war images). Late last year, the Tourism Agency of Moldova, with the help of the USAID CEED II Project, launched a new tourism brand, Moldova Holiday, with an identity designed by Publicis Moldova.
The Tree of Life — ancient symbol representing the continuous renewal and cyclicity, eternal youth and immortality.It is also a Christian symbol of connection between heaven and earth.
The roots of the Tree are deep in the traditions and customs of our ancestors, branches with fruit speak about the development and growth nowadays.The symbol of the Tree can be found in many traditional art and craft works.
Provided guideline documents
I’m always a fan of logos that have multiple components that can all be neatly rationalized and, at least in that regard, this logo does it quite nicely by placing different elements at the end of each branch. The execution of the icon is both great and… not so great. I like the overall effect and how it looks reduced but the overlapping shapes appear as unresolved and distracting. The wordmark is very bland and the spacing too tight to work at small sizes. Nonetheless, it has a good overall vibe.
The ability to use the visual language in words and other shapes gives this identity a lot of flexibility and recognizability. But, as in the Noroc application, it starts to look to much like builder kids’ toys because of the overlapping joints.
Cropping in on the icon makes for a good hero graphic and the monochrome patterns add versatility to future applications — although it starts to look like circuit boards (as in the yellow on yellow pattern). The thin border application might be my favorite part of the project.
Overall, this is a strong system with plenty of moving parts to allow for a broad range of applications. It’s very colorful and full of references to Moldova. Even the crappy photos of the limited range of applications created so far look promising. Noroc! (I think).