Me’mor is an architectural contest held in the capital city of Uzbekistan, Tashkent. The brand identity of the contest was influenced by the Soviet modernism, which gained its popularity in the architecture of Tashkent after the devastating earthquake in 1966. Buildings were rebuilt by construction team from all over the USSR. A distinctive feature of architecture development of that period was the mass housing of areas by Soviet "panelка" (prefab). The system of patterns with clear structure was designed based on the shape of the logo with contemporary geometrical typography which resembles the shapes of buildings, reflecting both typical architectural elements such as decorative facade, mosaics on buildings, building construction shapes in soviet modernism, and meta-level architecture - the scheme district development - which has become the base of the end product!