Representation of the Christian Symbol in the Practice of Branding a Modern City on the Example of Veliky Novgorod

Many Russian cities have received their maximum development and flourishing, being modeled as Christian spaces. In Veliky Novgorod, elements of this conceptualization are repeatedly represented through monuments and historical artifacts. In 2017, an attempt was made to brand the city using a monogram symbol; however, this initial design was rejected in favor of a new image featuring a dove proposed in 2019. The dove, as an ancient Christian symbol, is familiar to Novgorod’s Christians and scholars of this religion through the texts of the Holy Scriptures, which is reflected in catacomb hierography and iconography. Nevertheless, the depiction of the bird on the church cross diverges from world practices of visualizing the sacred. In Novgorod, the dove has emerged as a symbol representing the city itself in its uniqueness, becoming an integral part of secular, tourist-oriented, and marketing practices. At the same time, today, despite the anticlerical context, the preservation of its connection with the Christian origin and context remains obvious.