The Zlin Region Kev Txheeb Cim Lag Luam by Radoslav Dostal is a highly esteemed winner of the very prestigious 2023 A' Design Award Tooj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.
ToojDuab Kos· 2023
The Zlin Region Kev Txheeb Cim Lag Luam
Client: Zlín Region
A' Design Award Tooj Winner in Duab Kos Category
Verified Award Winner
Verify Award Status for #142959The Design
About The Zlin Region Kev Txheeb Cim Lag Luam
Cheeb Tsam Zlin yog ib lub cim lag luam thiab kev txheeb cim pom kev tsim los rau ib cheeb tsam nyob rau hauv tebchaws Czech Republic. Qhov kev txheeb cim no yog tsim raws li ib lub square, thiab plaub lub kaum sawv cev rau plaub lub cheeb tsam keeb kwm ntawm cheeb tsam no. Lub square ua rooj kaw rau tus qauv thiab kuj tseem qhia txog qhov chaw uas muaj kev hloov pauv, vim tias tus qauv thiab cov ntawv tawm dhau lub ciam teb ntawm nws. Cov xim yog dub, dawb, xim daj tsaus thiab xim daj ci, thiab xim daj qhia txog tus xim keeb kwm ntawm Zlin. Qhov kev txheeb cim no qhia tawm txog tus cwj pwm kev tsim tshiab thiab kev ua lag luam ntawm cheeb tsam no thiab nws cov neeg.
The Recognition
About the A' Design Award Tooj
The Zlin Region Kev Txheeb Cim Lag Luam yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. The Zlin Region Kev Txheeb Cim Lag Luam xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. The Zlin Region Kev Txheeb Cim Lag Luam ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- Digital
- Tags
- Zlin, Czech Republic, creativity, borders, square, architecture, DNA, change, openness,
- Production Technology
- 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.
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- The project started in 2021, when the government decided it needed a rebrand. The project finished in 2022.
- Operation Flow
- 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.
- Team Members
- Strategy: Zuzana Behova, Jan Blazek
Creative Director: Tomas Nedved
Art Director: Radoslav Dostal
Graphic Designer: Milan Nguyen - Image Credits
- Photographer Julius Filip
Film maker Radim Vanous
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