Uman City Brand Identity | Concept Design

Tamila Molnar — logo design, identity Maksym Chubenko — identity, animation, 3d Kateryna Malkova — graphic design Kalyna Seriakovska — artist

Uman is a city in the heart of Ukraine — a crossroads of routes and cultures.
For years, it has drawn attention mostly during the Hasidic pilgrimage for Rosh Hashanah, often in a negative media context. But Uman is much more than that.
 The city is best known for Sofiyivka Park — a historical landscape and botanical garden, one of Ukraine’s wonders. Every year, Uman attracts thousands of tourists from Ukraine and abroad. Cossack, Jewish, Polish, and Greek influences are reflected in its architecture, traditions, and local legends. Within three hours, you can reach six major regional centers, making Uman a true hub.
 Since 2016, the city has had a logo but no coherent visual system. A new identity was needed — modern, vibrant, and emotionally resonant. One that not only tells Uman’s story but conveys its atmosphere and unique character.
 The core idea: Uman is where everything comes together — cultures, histories, and roads. This concept is captured in the slogan “Everything meets here”, and symbolized by the city’s many fountains. The central one in Sofiyivka, shaped like a snake, inspired the “U”-shaped graphic element. Each logo letter is unique, reflecting diverse historical layers: from Hebrew motifs to UNR-era lettering and Greek calligraphy. The color palette is rooted in the city itself: green for parks, brick and chalk for architecture, and a bold golden yellow referencing local beer — a point of local pride.
 This identity highlights what is already authentic and familiar, without adding artificial narratives or overcomplicating meaning. Team project made during (and after) SKVOT Identity course by Nastya Zherebetska