The Zlin Region Merkidentiteit by Radoslav Dostal is a highly esteemed winner of the very prestigious 2023 A' Design Award in Brons in Grafisch, Illustratie en Visuele Communicatie Ontwerp Competition Category.
BronsGrafisch· 2023
The Zlin Region Merkidentiteit
Client: Zlín Region
A' Design Award in Brons Winner in Grafisch Category
Verified Award Winner
Verify Award Status for #142959The Design
About The Zlin Region Merkidentiteit
De regio Zlín is een merk en visuele identiteit ontwikkeld voor een regio in Tsjechië. De identiteit is gebaseerd op een vierkant, waarbij de vier hoeken de vier historische districten van de regio vertegenwoordigen. Het vierkant omkadert het ontwerp en markeert tevens de plek waar verandering plaatsvindt, doordat vormen en letters buiten de randen doorbreken. De kleuren zijn zwart, wit, donkergeel en lichtgeel, waarbij geel verwijst naar de traditionele kleur van Zlín. De identiteit brengt de creatieve en ondernemende geest van de regio en haar inwoners tot uitdrukking.
The Recognition
About the A' Design Award in Brons
The Zlin Region Merkidentiteit is winnaar van de A' Design Award in Brons, een hoogst prestigieuze erkenning die wordt toegekend aan uitstekende ontwerpen die zich onderscheiden door creativiteit, vindingrijkheid en scherpzinnigheid. Winnaars in Brons zijn ruimschoots vaardige en opvallend creatieve artefacten die de grote ervaring, verbeelding en het vernuft van hun ontwerpers bevestigen. The Zlin Region Merkidentiteit wordt verwacht een hooggewaardeerd, bewonderd en gekoesterd object te zijn dat opmerkelijk professioneel en innovatief is. Dit ontwerp dat de A' Design Award in Brons heeft gewonnen, verwerkt de beste praktijken in kunst, wetenschap, ontwerp en technologie en is uitstekend door zijn aandacht voor detail. The Zlin Region Merkidentiteit bevredigt schitterend behoeften, raakt verlangens, charmeert gevoelens en spreekt de nieuwsgierigheid aan.
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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