Three most popular associations with Ukraine today are "corruption", "revolution" and "war".

People who have never been to Ukraine see Ukrainians as closed, aggressive and intolerant. This image is shaped largely from what they see and hear in the news.

But those who have been with us at least once, change their minds and celebrate the hospitality of Ukrainians, wonderful landscapes, culture and architecture.

We needed to change the perceptions of Ukrainians and convince more people to come to us. Ukraine needed a brand demonstrating us as an open modern country, where everything most interesting is happening right now.

Ukraine now is a new country brand of Ukraine. "Now" is the most important word for Ukraine today. It is the basis of the branding idea.

Modern Ukrainians are about "now." They do not wait, do not hesitate. They act now and create new companies, new progressive businesses, new cafes, restaurants, festivals, new factories, new creative schools and innovative technology parks.

The aim of the new branding is to tell about "now". It is dynamic, open and positive. Minimalism makes it easy to use.

The logo was made like this because we wanted to "highlight" by means of a yellow marker the main word of the message – “NOW”. And the blue element of logo resembles the alerts we see in social networks. This is a symbol of something new, something that attracts attention.

We created branding generator so that all Ukrainians is able to use Ukraine Now to promote their businesses, ideas, cities etc.

We made the whole nation to look at their country one more time and to reconsider it. People created thousands of personal Ukraine Now messages, shared branding in social media and used to highlight important issues. This branding now belongs to the whole nation.