On April 18, 2025, a significant meeting was convened at the National Center "Russia" as part of a new initiative aimed at developing a "new Russian style" in state visual communications. This meeting, directed by the President of the Russian Federation, brought together representatives from federal authorities, universities, and experts in the field. The participants underscored the importance of grounding this new visual approach in traditional values, reflecting a deep respect for the cultural heritage of the nation.
Elena Yampolskaya, advisor to the President of Russia, opened the proceedings by emphasizing the necessity of systematic work in this area. She highlighted that previous attempts to incorporate elements of folk art into public spaces lacked a cohesive strategy. "I believe we must ensure a sense of home in every public space, without pretentious phrases and loud slogans," Yampolskaya stated, expressing her gratitude to President Putin for backing her initiative, which is now set to be realized through the National Center "Russia".
Support for Yampolskaya's vision was echoed by Alexey Zharich, Deputy Head of the Presidential Directorate for Public Projects. He asserted that the creation of a new Russian style is not merely a creative challenge but also a strategically vital aspect of state policy regarding visual communications. Zharich pointed out the need for a structured approach that includes developing a regulatory framework and involving all relevant government bodies. This approach aims to cultivate a visual environment that authentically reflects national identity and bolsters Russia's cultural sovereignty.
Natalia Virtuozova, General Director of the National Center, elaborated on current projects and future plans for establishing a new visual code for the country. She noted that regional branches have been established, memorandums signed with the Club of Investors in Moscow and JSC "Marka", and a meeting of architecture experts has already taken place. Virtuozova emphasized that the development of this new Russian style is a logical extension of ongoing efforts.
During the meeting, leading universities presented their proposals in the realm of visual communications, all rooted in traditional values and the cultural legacy of Russia. This display of professionalism and commitment to the initiative highlighted the readiness of these institutions to contribute to the formation of a new national style.
The discussions also touched on the critical importance of systematic work in state communications. It was decided to establish a council at the National Center "Russia" tasked with developing this new Russian style. This council will include representatives from universities and experts in design and architecture, ensuring a diverse range of perspectives in the project.
Participants concluded that this new Russian style would cultivate a nationally oriented visual environment, resist the Latinization of urban spaces, convey traditional values, and project an image of Russia as a robust state with a rich heritage.
Yampolskaya stated that the initiative aims to create an atmosphere in every public space reminiscent of home, devoid of unnecessary words and loud slogans. This approach reflects a broader goal of instilling a sense of patriotism subtly, without overt displays.
Moreover, Yampolskaya indicated that the initiative would involve various aspects of design, including architecture, environmental design, visual communication, domestic fonts and typography, regional imagery, and clothing design. She expressed particular interest in art objects based on the Cyrillic alphabet, hoping that artists who blend academic training with innovative perspectives will contribute significantly to this endeavor.
The establishment of this new visual style is seen as a crucial step in returning national artistic traditions to everyday life. The council's work will encompass a wide array of disciplines, ensuring that the new style permeates various facets of public life, from playgrounds to schools and public transport.
As the initiative unfolds, it aims to create a unified image of a strong and modern Russia, one that honors its rich history and cultural heritage. The focus on traditional values and cultural identity is expected to resonate deeply with the Russian populace, fostering a renewed sense of community and national pride.
In summary, the formation of a new Russian style in state visual communications represents a significant cultural initiative, backed by the highest levels of government. By drawing on traditional values and the cultural code of Russia, this project seeks to create a visually cohesive and nationally resonant environment that reflects the spirit of the country. As this initiative progresses, it will be essential to monitor its impact on public spaces and the broader cultural landscape of Russia.
