Overview

The 20 January tragedy holds profound significance for the Azerbaijani people, symbolizing historical remembrance. There was a clear need for a distinct and meaningful symbol that could effectively represent this theme. Existing symbols were inadequate in capturing the full historical and emotional weight of January 20, limiting their impact in commemorative contexts and public engagement.

Solution

To address this need, a new visual identity was created to encapsulate the essence of 20 January. The resulting symbol features a stylized carnation, a flower that has become a poignant representation of mourning and remembrance since the tragic events of that day. To further root the symbol in national identity, the eight-pointed star from the Azerbaijan flag was incorporated.

The primary color chosen for the symbol is red, a color deeply associated with admiration, love, and respect. This choice was made to evoke strong emotional responses and to honor the victims and the significance of the event. The design concept incorporates three layers of the carnation flower within each other to provide a sense of depth—giving the appearance of a more realistic and layered structure—while featuring the eight-pointed star from the Azerbaijan flag.

Target Audience

This symbol has been used by a large audience, including both the general public and governmental figures.

Collage made from an old Soviet book

Collage made from an old Soviet book

Baku magazine collage

Baku magazine collage

Master of Coffee - Brand Identity

Master of Coffee - Brand Identity

Raw&Refined jeans

Raw&Refined jeans

Ganezza - Visual Identity

Ganezza - Visual Identity

Branding Nizami Ganjavi

Branding Nizami Ganjavi

Khari Bulbul visual identity

Khari Bulbul visual identity

The 20 January

The 20 January

Collage made from an old Soviet book

Collage made from an old Soviet book

Baku magazine collage

Baku magazine collage

Master of Coffee - Brand Identity

Master of Coffee - Brand Identity

Raw&Refined jeans

Raw&Refined jeans

Ganezza - Visual Identity

Ganezza - Visual Identity

Branding Nizami Ganjavi

Branding Nizami Ganjavi

Khari Bulbul visual identity

Khari Bulbul visual identity

The 20 January

The 20 January