Baku, the capital of Azerbaijan, is a city positioned along the Caspian Sea, renowned for its abundant oil and gas resources. It’s a place where history meets innovation, featuring both modern architectural marvels and ancient landmarks, such as the UNESCO-listed Maiden Tower. This unique fusion of contemporary structures and rich historical heritage has earned Baku the title "City of Timelessness.”
I faced the difficult task of selecting the right font for Baku’s identity. My goal was to find a typeface that could bridge the city's old-world charm with its modern energy. I dedicated a significant amount of time to researching typefaces, experimenting with different styles, and sketching ideas to capture this blend authentically.
Although I grew up in this city, I approached the project as if I were seeing Baku for the first time. I gathered extensive information, read articles, and explored what people love (and don’t love) about the city. I also researched successful city branding examples from around the world. My goal was to merge the modern and historic aspects of Baku to capture its unique atmosphere and preserve its distinct character.

IDEATION

In my project’s ideation phase, I focused on five key elements that capture the heart of a place: Modernity, Heritage, Economy, Nature, and Culture. These pillars highlight what makes Baku unique—from its cutting-edge architecture to the historic charm of the Old City. The city’s economy pulses with energy, while the Caspian Sea coastline brings a touch of natural beauty to the urban landscape. And Baku’s culture? It’s a lively mix of Eastern roots and Western influences, creating a blend that’s truly one of a kind.

SKETCH & TYPOGRAPHY

In this section on Sketch & Typography, I began by sketching Baku’s essential landmarks, capturing everything from its rich heritage sites to modern architectural icons. The real challenge, however, is finding the perfect typeface—one that truly represents Baku’s spirit. The typeface needs to blend traditional and contemporary elements, reflecting both the city’s historic charm and forward-thinking energy. This combination will ensure that the visual identity feels authentic, resonating with Baku’s unique character.

Out of the three options, I chose the second one, but it needed refinement. After receiving feedback to make the lines thinner, this adjustment transformed the entire design, giving it a more elegant and cohesive look.