In accordance with the order of the Prime Minister of the Russian Federation from December 4, 2013, the Ministry of economic development of Russia has carried out the work on the creation of a single brand for the MFC system in the Russian Federation. The project has developed a single brand for all the regions of the country, which became a reflection of the existing opportunities and features of the new organization of the system of public and municipal services in the MFC for the life situations of the applicants.
The idea of a common brand of MFC system is that people need documents in important and significant moments of their lives. The first passport, wedding, birth, business or a new home — in these situations, people need to get documents without any problems to in order to come back to the solution their current life situation as soon as possible. MFC system aims to be a reliable human companion throughout life, be close to him and make the process of obtaining documents simple and easy.
As a result of the development the key brand values of the MFC system are:
- the attention to people's needs;
- the friendly service and comfort;
- the proximity of the MFC infrastructure.
The introduction of the new brand was tested in 2014 in 16 pilot regions: the Voronezh, Lipetsk, Kaluga, Kirov, Volgograd, Tomsk, Novgorod, Astrakhan regions, republics of Mari El, Komi, Ingushetia, Sakha (Yakutia), the Chechen Republic, Zabaikalsy, Perm and Altai territories.
On September 29, 2016, the Ministry of economic development of Russia approved methodical recommendations for the design of the multifunctional centers for the provision of state and municipal services using a single corporate identity "My Documents". The document describes the requirements for the design of the MFC (including geographically separate units, offices of involved organizations and cars designed for exit service of citizens) and their sites, souvenirs, promotional products, business documents, mobile applications and uniforms of employees.
Currently, the introduction of the unified corporate style of the MFC network is completed in all the constituent entities of the Russian Federation.