ICANN, the organization which is responsible for assigning top-level domains (TLD) on the Internet, has relaxed its policies for the last few years by introducing several new TLDs. For example, it seems organizations will soon be able to buy their own TLD (.google, .apple etcetera). Another change is the introduction of country domains that use letters that are not in the Latin alphabet.
On of the first country TLDs to not use the Latin alphabet was Russia's .рф domain which launched on May 13, 2010. .рф is an abbreviation of Российская Федерация, which means "Russian Federation" in Russian. Recently, the first anniversary of the TLD was celebrated by unveiling a new logo to market it, through a dedicated website. The work is credited to the Russian branding company CETIS.
The mark is made up of a straightforward rendering of the domain name, with a nice symmetry in the р and ф letters. Inside this mark, one can clip different images that reference Russian culture. Ten variants with different images have been published on the website
I'm not certain what this identity will be used for. The website contains many different examples of identity applications with the new logo seen on everything from desktop wallpapers- t-shirts and buttons to flags, airplanes, skyscrapers and blimps (!). It would be fun to see how many of these applications come to fruition, or if most of them were just fun Photoshop experiments.
The amount of downloadable files is immense and includes 12 logo variants, 12 wallpapers, 20 identity applications and a 24 megabyte pdf with logo guidelines and even more applications. Some highlights are presented below.
|A map of Russia made up of caviar.|
.рф guidlines (pdf) (archive)