The Zlin Region Tożsamość marki by Radoslav Dostal

The Zlin Region Tożsamość marki by Radoslav Dostal is a highly esteemed winner of the very prestigious 2023 Brązowa Nagroda A' Design Award in Grafika, Ilustracja i Komunikacja Wizualna Competition Category.

BrązowaGrafika· 2023

The Zlin Region Tożsamość marki

by Radoslav Dostal

Client: Zlín Region

Brązowa Nagroda A' Design Award Winner in Grafika Category

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Verified Award Winner

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Colors

The Design

About The Zlin Region Tożsamość marki

Region Zlin to marka i tożsamość wizualna stworzona dla regionu w Czechach. Tożsamość opiera się na kwadracie, a cztery jego rogi reprezentują cztery historyczne dzielnice regionu. Kwadrat ujmuje projekt w ramy, a zarazem wyznacza miejsce, w którym zachodzi zmiana, gdyż formy i litery wykraczają poza jego krawędzie. Kolory to czerń, biel, ciemny żółty i jasny żółty, przy czym żółty nawiązuje do tradycyjnego koloru Zlina. Tożsamość wyraża kreatywnego i przedsiębiorczego ducha regionu oraz jego mieszkańców.

The Recognition

About the Brązowa Nagroda A' Design Award

The Zlin Region Tożsamość marki to laureat Brązowej Nagrody A' Design Award, wysoce prestiżowego wyróżnienia przyznawanego znakomitym projektom wyróżniającym się kreatywnością, pomysłowością i przenikliwością. Laureaci Brązowej Nagrody to w pełni utalentowane i uderzająco twórcze artefakty, które poświadczają ogromne doświadczenie, wyobraźnię i zaradność ich twórców. The Zlin Region Tożsamość marki ma być wysoko cenionym, podziwianym i drogim sercu przedmiotem, który jest wyjątkowo profesjonalny i innowacyjny. Ten projekt nagrodzony Brązową Nagrodą A' Design Award łączy najlepsze praktyki w sztuce, nauce, designie i technologii oraz jest doskonały dzięki dbałości o szczegóły. The Zlin Region Tożsamość marki znakomicie zaspokaja potrzeby, porusza pragnienia, czaruje uczucia i przemawia do ciekawości.

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