National
Brand for
Mongolia
Representing Mongolia on the world stage with authenticity and integrity is paramount.
Visualising our unique cultural heritage and realising our ambitions into the future are all part of our national design story. More than just branding Mongolia with a logo and a catchy line for tourists, this document endeavours to capture the essence of our nation with GO literally and metaphorically at its heart.
In this website you will see how design is part of the very DNA of Mongolia. Moreover, how our national symbols and character can be used to create a design sensibility and narrative that can only be Mongolian.
Soyombo:
National Symbol
The Soyombo is our national symbol. It is attributed to Zanabazar, the 17th century leader of Mongolian Lamaism, a great statesman, and the father of Mongolian art and script.
The MONGOLIA wordmark is constructed using the complete Soyombo symbol. This is done by using each element to craft unique letter forms that create a modern wordmark.
The wordmark is bold, wide and includes a strong use of contrast. All whilst keeping our values, traditon and integrity.
Go Mongolia:
National Tagline
It is no coincidence that the word “GO” sits at the very heart of our name and nation. It is a simple word with a lot of meaning. Not only does it define our drive and spirit as a nation, but it is a rallying call from all of us for the world stage.
We have incorporated “GO” into to the overall design philosophy of our national branding like no other nation could. “GO” provokes action and stimulates momentum. Use it with Passion.
Mongolia, with its endless steppes and rolling hills, has always been a land of movement, from the majestic migrations of its native wildlife to the traditional lifestyle of its nomadic people, who have roamed these lands for centuries. MonGOlia, Always Moving represents our continuous development, aspiration, evolution, energy and invulnerability.
National Typeface
With a nation as unique as Mongolia it is only right that we have our own national font. We have extended the the creation of our national wordmark and logo to a complete typeface in both alpha numeric Roman English and Cyrillic.
This is a font that makes its presence felt among other fonts in the grotesque family, a sans serif font that stands on its own with the sole purpose of creating impactful headlines that hold meaning.
National Palette
We need only to look to the very fabric of our nation for inspirational colour. From the primary colours that constitute our national flag to the brilliant colours embroidered into our traditional costumes.
These all create a pallet that is unique to Mongolia, especially in the way they all come together. Our colours are used to enhance, compliment or contrast with each other.
Colour usage is democratic in our design and as vibrant as the rich tapestry that is our nation.
National Imagery
When images are not needed, we have created a graphic treatment that can be used to create visual compositions.
This is done by using one of the famous deer stone petroglyphs to create a bitmap image. The 3 bitmap layers should use complementary colours from our palette.
The bitmap image should never be used in its entirety, but should be cropped in interesting ways.
Notice
The use of the brand information included in this guide is prohibited in services and advertising related to all types of alcohol, tobacco, illegal and psychoactive substances, firearms, and mature content.
For the implementation of branding, kindly submit your application to the Cultural & Arts Authority Implementing Agency of the Government of Mongolia by completing the relevant form. Thank you for your cooperation.
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Address: Ulaanbaatar City, Sukhbaatar District, 8th Khoroo, Baga Toiruu 1, Prime Minister Amar's Street, Cultural Center Building G Corps, 6th floor, #605
E-mail: info@culture.gov.mn
Telephone: +976 51 264944