FC Zenit
Ilya Ruderman: In 2013 I was approached by Daniel Lourie, who was the editor-in-chief for the football club Zenit at the moment, — he told me that the Wolff Olins consultancy designed a new logo for them, and asked whether I could take a look at it. And I did. Wolff Olins came up with a new graphic language, a new image and a new tone. The main thing was the wordmark (Зенит) fitting into a triangular arrow.
![](https://dtyk44669fja1.cloudfront.net/store/uploads/ckeditorimage/888/image/main-af33eb2afb31c9447d5204c29bb28ab6.png)
However, since the British are not very good at Cyrillic, and, seemingly, hadn’t even involved any type designers in the project, the logo had issues in terms of shapes and rhythm. I quickly came up with my suggestions, which I presented to Zenit. Not all of it was agreed on, but eventually we reached a compromise. I redesigned the entire logo, virtually from scratch, even though within the framework of the initial structure.
It is fair to say Zenit received a significantly more recognisable logo. Press walls, lists of clubs, whenever — it is eye-catching and louder than anything else (at least, in the Russian football league).