Ruh Shaqada Aasaasiga ah: Aqoonsiga Shirkadda by Khalinur Marupova

Ruh Shaqada Aasaasiga ah: Aqoonsiga Shirkadda by Khalinur Marupova is a highly esteemed winner of the very prestigious 2026 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Garaafigga, Sawir-gacmeedka iyo Isgaarsiinta Muuqaalka Competition Category.

NaxaasGaraafig· 2026

Ruh Shaqada Aasaasiga ah: Aqoonsiga Shirkadda

by Khalinur Marupova

Client: You Are Art

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Garaafig Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Ruh Shaqada Aasaasiga ah: Aqoonsiga Shirkadda

Qoraalka Buugga: Ruh waa aqoonsi ciyaareed iyo nololeed oo dhaqan-xididdaysan oo ka soo jeeda dhaqdhaqaaqa, dabeecadda iyo nolosha miyir-leh. Astaanta waxay isku dhawayssaa qaab labirinth ah oo astaameeya safarka aadanaha, qaybo faraha xubinta ah oo tixraaca aqoonsiga iyo dhaxalka, iyo xariiqyo farsamo-qoraal ah oo ay saamayn ku leeyihiin dhismayaasha buuraha Kazakhstan. Nidaamku wuxuu isku dheelitiraa dhaxalka iyo casriyada iyada oo loo marayo luqad muuqaal ah oo la ballaarin karo oo isku xirta khibradda shaqsiyeed iyo xusuusta wadaagga ah, taasoo abuurta joogitaan astaan gaar ah oo sii waari kara.

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Ruh Shaqada Aasaasiga ah: Aqoonsiga Shirkadda waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Ruh Shaqada Aasaasiga ah: Aqoonsiga Shirkadda waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Ruh Shaqada Aasaasiga ah: Aqoonsiga Shirkadda si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Ruh is a culturally rooted sports and lifestyle identity system built on the idea that human strength originates from the land. Everything we consume grows from the earth, and this natural energy becomes part of human movement and physical expression. Inspired by the mountains of Kazakhstan, the identity translates this philosophy into a contemporary visual language reflecting strength, balance, and motion. Rather than serving as a decorative reference, Ruh functions as a scalable system where cultural meaning is embedded into structure, allowing the identity to adapt across applications and extend from sportswear into everyday life.
Dimensions & Packaging: Ruh is a fully scalable identity system designed for use across apparel, packaging, print, digital platforms and spatial applications. The modular grid ensures consistent reproduction across sizes and materials.
Tags: Ruh, cultural identity, sportswear branding, lifestyle branding, Kazakh heritage, tamga symbolism, labyrinth concept, topographic design, modular identity system, contemporary brand system
Production Technology: The identity was developed using vector-based construction, grid systems and iterative form exploration. Topographic line studies and symbolic abstraction techniques were used to translate traditional forms into scalable contemporary graphics. Files are prepared for high-resolution digital and print production.
Design Challenge: The primary challenge was translating culturally sensitive ancestral symbolism into a modern sports and lifestyle identity while maintaining authenticity and clarity. The process required balancing organic forms with structured geometry, ensuring both emotional resonance and functional adaptability within a global market context.
Research: The research focused on transforming a culturally rooted Kazakh brand into a contemporary identity while preserving its cultural code. The key challenge was maintaining authenticity while ensuring clarity, scalability, and global readability. The study combined analysis of traditional symbolic structures with the exploration of Kazakh mountain forms and topographic patterns. These insights informed the development of a modular identity system that translates cultural meaning into a structured, adaptable visual language suitable for international expansion.
Inspiration: Ruh translates Kazakh mountain topography and ancestral symbolic systems into a contemporary visual identity. Rooted in the concept of inner spirit, the project explores how landscape, memory, and inherited cultural logic can be transformed into a structured design language. Inspired by natural formations and tamga symbolism, the identity reflects continuity, movement, and inner strength within a modern global context.
Project Duration: The project was developed in 2025 between Kazakhstan and Los Angeles. It combines cultural research rooted in Kazakh heritage with contemporary design methodologies studied in the United States.
Operation Flow: The Ruh identity functions as a modular visual system adaptable across apparel, print, digital and environmental applications.

The symbol, grid structure and motion-inspired graphic elements create a consistent rhythm across touchpoints. The system ensures recognizability while allowing flexibility in scale, composition and material use. It is designed to support brand storytelling through pattern expansion, movement-based compositions and layered visual narratives.