A. Brand Vision
A single city defines Russia. The city of Dostoevsky and Tchaikovsky. The city of unrivaled architecture and the magnificent white nights. The city of inspirational endurance. Saint Petersburg will build upon Peter the Great's vision as "Russia's Gateway to Europe" and become "Russia's Gateway to the world."
B. Brand Mission
By modernizing Saint Petersburg through technological advances while continuing to promote the city's rich history and art, it will rival the global stature and significance of major European cities while remaining distinctly Russian. Saint Petersburg is the past and present voice of Russia, and will continue to be Russia's financial and cultural leader for the future.
C. Brand Values
Saint Petersburg is Progressive.
Saint Petersburg must always act in the best interest of advancing Russian culture worldwide. It must not fear innovation in technology or the arts. Decisions are always made with the future in mind.
Saint Petersburg is Historic.
Saint Petersburg must remember the history that made it so culturally powerful. It is a city defined by its challenges; battles and hardships have helped it rebuild and grow. Three hundred years of art and architecture located in Saint Petersburg enrich the city environment.
Saint Petersburg is Unified.
Saint Petersburg must be the voice of Russia, serving both the government and the people. At its most difficult moments in history, citizens of Saint Petersburg have always stood together to overcome their problems. Decisions are never made with just one class or neighborhood in mind.
D. Brand Personality
Strong and innovative, artistic and welcoming.
E. Brand Tone of Voice
Firm, distinguished, powerful, expressive.