At the Moscow International Book Fair the general director of the publishing house Artem Stepanov, the children's producers Anastasia Troyan and Yevgenia Rykalova and the art director Vitaliy Babayev for the first time talked about the evolution of the direction "Myth. Childhood "and his new image.
"When we just started developing" MYTH. Childhood, "there was no question before us, what do we want to publish? What books? Everything turned out by itself. Myth for many years produced the most useful books for adults. It fell into our ideology. And we decided to continue this idea and start publishing books that we ourselves would like to read to our children, "said Artem Stepanov, general director of the publishing house MIF.
Myth publishes children's books from 2013. For 4 years the volume of the direction increased four-fold. At the moment, "Myth. Childhood "occupies 35% of the company's total share and produces books in three key segments: cognitive, leisure and educational books. In a short time, the portfolio of the direction will supplement new segments of children's non-fiction and books for parents.
Previously, we developed three main segments: cognitive, leisure and development projects. Did successful creative books for parents. - says Anastasia Troyan, head of "Myth. Childhood. "- Until the end of 2016, we increase the portfolio by entering new niches for us and launch graphic novels, comics, picture books, books for teenagers. And also continue to develop the parenting direction.
We plan to release 160 titles of children's books and sell a million copies by the end of 2016. - adds Yevgenia Rykalova, producer of the children's direction - "Myth. Childhood is no longer just a series of children's books. We have become a significant direction within the publishing house and a notable player in the market. And we realized that we needed our own face. We want to be recognizable. For this we came up with a new image of the children's direction.
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The first association that occurs in the head on the word "childhood" is a game. This is the meaning and center of childhood. The very childhood is a game. So children will know the world. This is the key value of the children's books of MIF.
We want children to play with our books. We played by reading our book. They drew on motives, collected cardboard robots, built huts and houses not in wood, grew acorns and transplanted them into the forest, - Anastasia Troyan comments.
What should be the children's logo? The first thought is a painted child's hand. Art director Vitaliy Babayev asked his 9-year-old son to write the word "childhood" - paints, markers, pencils. Yarik loves MIF's books, so he tried. It turned out more than 10 large sheets, covered with a child's hand.
The idea to attract a child to create a children's logo was right. In addition, it is symbolic: children create childhood.
Now every cover of the children's book MIFA - is a game of hide and seek. On it is hidden a logo in the form of some object. But so that he does not interfere with the plot.
We decided to reveal in a new image "MYTH. Childhood "idea of the game, because this is what is primarily associated with childhood and our books. The new logo does not have one place, it's alive, it constantly changes and moves. Playing with the child in hide and seek on the cover. - says Vitaliy Babayev, art director of MIF. - Color any: we take it from the cover. We are not fixated on knowing only the red or only green logo of MIF. He is different. But recognizability is preserved. As with people. People are all different on the planet, but when we look at a person, we understand that this is a person.
Work on a new image has become for us an experiment, a game, "adds Artem Stepanov. - We did not conduct any preliminary analysis, did not do marketing research. Did not study the construction of brands of our competitors. We worked on the image with fast iterations. And they expressed in it how we perceive ourselves and how, in our opinion, our audience perceives us.