This publication details the stages of developing the concept of the identity of carbon polygons and farms, using the Novosibirsk BioCarbon polygon as an example. The result of the work on this project was the creation of an effective solution to the problem with the development of a simple and at the same time meeting all the necessary requirements for the identity of the Novosibirsk carbon polygon. During the preliminary formation of the identity of this project, work was carried out to solve problems related to establishing a balance in its elements, between the environmentally oriented component of the organization and the bias towards modern technologies. Work was also carried out on the semantic simplification of the scientific nature of the project in order to understand the problem the organization is solving. Another aspect of the task was the subsequent popularization of the scientific project for the general public. In the process of solving many problems, it was important to pay attention to the problem of forming a visual identity of the identity with the nature of the Siberian region: to establish an emotional connection, to highlight the environmental problems that the organization deals with in the region.