The Zlin Region Brendni identitet od Radoslav Dostal

Dizajn The Zlin Region Brendni identitet od dizajnera Radoslav Dostal je visoko cijenjeni dobitnik prestižne nagrade 2023 Brončana nagrada A' Design Award u kategoriji Dizajn Grafike, Ilustracije i Vizuelne Komunikacije.

BronzaGrafika· 2023

The Zlin Region Brendni identitet

autor Radoslav Dostal

Klijent: Zlín Region

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Grafika

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Boje

Dizajn

O dizajnu The Zlin Region Brendni identitet

Zlinski kraj je brend i vizuelni identitet kreiran za regiju u Češkoj Republici. Identitet se zasniva na kvadratu, a četiri ugla predstavljaju četiri historijska okruga regije. Kvadrat uokviruje dizajn, a ujedno označava mjesto gdje se dešava promjena, jer forme i slova probijaju njegove granice. Boje su crna, bijela, tamnožuta i svijetložuta, pri čemu žuta boja predstavlja tradicionalnu boju Zlina. Identitet izražava kreativni i preduzetnički duh regije i njenih stanovnika.

Priznanje

O nagradi Brončana nagrada A' Design Award

The Zlin Region Brendni identitet je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da The Zlin Region Brendni identitet bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, nauci, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. The Zlin Region Brendni identitet sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Press komplet

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: The design dispenses carefully crafted brand DNA and essence of Live Creative Spirit to reinterpret the phrase Outside The Box. This manifests through a complex square-based visual identity, portraying a philosophical dichotomy of self imposed limits and unrestricted possibilities. A Region Without Borders symbolising Zlin's creative and entrepreneurial spirit, ambition, worldliness and courage. Where the region's creativity breaks out beyond a boxed in comfort zone and our own shadows.
Dimenzije i pakovanje: Digital
Oznake: Zlin, Czech Republic, creativity, borders, square, architecture, DNA, change, openness,
Tehnologija proizvodnje: The design and methodologies disrupt traditional Czech regional branding styles. The square's edges represent natural roots, anchoring and framing, while denoting where transformation happens. A creative cube defying corners, recast as a box growing beyond imagined and actual borders. Amid the primary colours black, white, dark yellow, light yellow. Yellow is a reverential nod to Zlin's traditional hue. Covering part of the word Zlinsky emphasises the iconoclasm of the design and region.
Dizajnerski izazov: Perhaps the hardest challenge was to overcome the region's recent history. A declining population had been leaking talent to Prague. Existing branding had been hampered by a traditionally dry and dull approach. This presented challenges when it came to reframing historical and social perspectives. Faced with these obstacles, it was a strategic and creative decision to go bold with the branding, breaking out from the constraints of the past.
Istraživanje: The project started by examining Zlin's history and its visionaries. Among these, Tomas Bata, one of the world's biggest footwear manufacturers and retailers. Analysing his and others successes formed the basis for the brand essence of Live Creative Spirit. Discussions with the Regional Governor uncovered a disconnect between the region's youth and the area and government. This inspired the logo design to be as a visual disruptor, defying pigeonholes and inspiring creativity.
Inspiracija: The turbulent times we live in, technology driven changes, plus ever evolving Zlin, all are inspirations for the project. The Czech Henry Ford, Tomas Bata the visionary, is a catalyst and totem with his saying What you want, you can. Of course, the region's inhabitants too, as their creativity enables emancipation from self imposed mental borders. Geographic frontiers are also motivations, with the square's four corners representing Zlin's four historical districts.
Trajanje projekta: The project started in 2021, when the government decided it needed a rebrand. The project finished in 2022.
Tok rada: The design transforms perceptions and conceptions of Zlin. Positioning the region away from Prague's periphery, towards a new horizon of creativity and innovation. These characteristics are inherent to the region, and can now be exported through its inhabitants, as they interact and break through the four walls, in a physical and metaphorical sense. The square performs as their base, providing the foundation for communicating the brand's values of acting, thinking and living Outside The Box.
Članovi tima: Strategy: Zuzana Behova, Jan Blazek
Creative Director: Tomas Nedved
Art Director: Radoslav Dostal
Graphic Designer: Milan Nguyen
Autorstvo slika: Photographer Julius Filip
Film maker Radim Vanous