In December 2014 Kazan government presented the new brand "Cultural Heritage of Tatarstan", which aims to increase the tourist attraction of the country. President of Republic Rustam Minnikhanov and other leaders of Tatarstan, businessmen and journalists attended the presentation ceremony of cultural and historical brand of Tatarstan.

Work on the brand was carried out in the Republic during the year by the Center for Strategic Communications "The Apostle" under the direction of Tina Kandelaki. The aim of the project is to increase investment and touristic attractiveness of the region. Tatarstan brand is a kind of marketing image of the historical and cultural heritage of the Republic of Tatarstan. It sets the visual style for the branding of the Republic in relation to its rich historical and cultural heritage.

As noted at the presentation of the brand, its platform is a unified concept of preservation and enhancement of historical and cultural heritage of the country. An integral part of the ideology - 10 qualities that form the archetype of Tatarstan: speed, endurance, dignity, curiosity, intuition, adherence to tradition, craftsmanship, unity, perseverance and dedication.

These qualities were defined by developers as basic and fundamental in the process of extensive research. Each of them is visually represented as elements of the new brand. Based on the selected color shades of red, symbolizing the three cultural traditions inherent in Tatarstan: bright red - Slavic tradition, light red - Mongolian tradition, dark red - Bulgar tradition. The logo of the brand image has a rider on horseback.