2024 marked a significant period of change for Viva, a leading Armenian telecommunications operator founded in 2005. The announcement of Viva’s separation from the MTS Group earlier this year called for an exciting rebranding project to align with the direction in which the company is continuously moving. Joining forces with the Formascope agency, the two embarked on a journey to create a refreshed visual identity and language for Viva.
Viva’s visual language is grounded in two fundamental shapes: the square and the circle. These two distinctive forms represent the balance that Viva’s principles strive for—being both friendly and digitally proficient. A central concept of Viva’s mission is to create and embody the idea of ‘friendly tech,’ and as such, the visual identity was designed to reflect these principles.
By blending characteristics associated with both warmth and technology, Formacope designed and developed a custom font Viva, incorporating both Armenian and English language support for their representative markets. The font production and Armenian character set development beautifully pay homage to the company’s origins as Armenia’s leading telecommunications operator, whilst aligning with the language it now embraces as it moves forward.
It was important to Viva that, although the font incorporated some technical elements, it consistently remained aligned with the company’s core identity of being a friendly and accessible brand to customers. The new slogan, “Around You” (քո շուրջը), perfectly encapsulates Viva’s core mission: to be a constant presence in the lives of its customers, keeping them connected to what and who truly matters.
The iconography, based on both square and circular shapes, reinforces the ‘friendly tech,’ theme, evoking a sense of technological innovation with a human touch. From a psychological perspective, the circle typically represents values such as friendliness, unity, and warmth, reflecting Viva’s commitment to its community and approachable nature. Since its founding in 2005, Viva has grown into a trusted partner with over two million subscribers. Developing a strong sense of connection with its customers, whom they view as part of a community. Their emphasis on integrity and adaptation to local needs further enriches their narrative as a socially responsible and community-focused organisation.
Alternatively, the iconography of the square brings a more technological dimension to the visual identity, typically symbolising characteristics such as stability, reliability, and security. These qualities represent the innovative and high-quality digital services that Viva is committed to delivering.
Through this bold and meticulously crafted brand identity, Formascope has elevated Viva’s previous use of iconography by introducing a new symbol that harmonises with the latest slogan. By reconfiguring Viva’s four letters into a circular form, Formascope created a symbol that combines the principles behind the previous two icons. Operating in two ways, the symbol functions both as a receiver and a giver, highlighting the ongoing cycle of interaction between customer feedback and Viva’s continually improving services.
The efforts of this project can be accredited to; Brand Director Ani Gevorgyan, Art Director Karen Gevorgyan, Graphic Designers Karen Gevorgyan, Mery Sargsyan, and Erika Mirzoyan, Typeface Designer Sargis Antonian, Motion Designer Kostya Klishin, Sound Designer Alexandr Ananyan, Photographer Arnos Martirosyan, and Stylist Armen Galyan.
To stay updated on Formascope’s upcoming projects, you can find them on their website here.
