When we, with a team of designers, came to Pioner, the cinema had a concise, yet rather sluggish style that had hardly changed during 10 years of Pioner’s existence, — only the logo and Pragmatica used for text setting.
While reflecting on the rebranding, we were looking for typefaces that would demonstrate that Pioner cared about its history, but was willing to change. In order to keep connection to the previous style, we decided not to move far away from Pragmatica and chose Normalidad. It doesn’t really look similar to Pragmatica, but also is a clear monumental grotesque.
We took a slightly weird Windward to pair with Normalidad. When we showed a new type solution to our colleagues at the cinema, they fell in love with Windward at first sight. Within the team, we call it ‘idiotic’, but in a good sense. Meaning, it is our favourite, somewhat ugly, with a bizarre slant, but works great in contrast to Normalidad.
I’ve never seen someone use Windward for an identity, and what our new style had to remind of was exactly that Pioner was a place of unique cinematographic events, that we offered something that no one else in Moscow had to offer.