The Zlin Region Blagovna identiteta – avtor Radoslav Dostal

Delo The Zlin Region Blagovna identiteta avtorja Radoslav Dostal je izjemno cenjeni dobitnik prestižne nagrade 2023 Bronasta nagrada A' Design Award v tekmovalni kategoriji Grafično oblikovanje, ilustracija in vizualna komunikacija.

BronastaGrafika· 2023

The Zlin Region Blagovna identiteta

avtor/ica: Radoslav Dostal

Naročnik: Zlín Region

Dobitnik nagrade Bronasta nagrada A' Design Award v kategoriji Grafika

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Dizajn

O dizajnu The Zlin Region Blagovna identiteta

Zlínska regija je blagovna znamka in vizualna identiteta, ustvarjena za regijo na Češkem. Identiteta temelji na kvadratu, pri čemer štirje vogali predstavljajo štiri zgodovinske okraje regije. Kvadrat uokvirja design in hkrati označuje mesta, kjer se dogaja sprememba, saj oblike in črke izstopajo prek njegovih robov. Barve so črna, bela, temno rumena in svetlo rumena, pri čemer rumena predstavlja tradicionalno barvo Zlína. Identiteta izraža ustvarjalnega in podjetniškega duha regije ter njenih prebivalcev.

Priznanje

O nagradi Bronasta nagrada A' Design Award

The Zlin Region Blagovna identiteta je prejemnik Bronaste nagrade A' Design Award, zelo prestižnega priznanja, ki se podeljuje izjemnim oblikovanjem, ki se odlikujejo po ustvarjalnosti, iznajdljivosti in bistrosti. Prejemniki Bronaste nagrade so v celoti spretni in presenetljivo ustvarjalni artefakti, ki potrjujejo bogate izkušnje, domišljijo in zvitost svojih oblikovalcev. Od The Zlin Region Blagovna identiteta se pričakuje, da bo visoko cenjen, občudovan in ljubljen predmet, opazno profesionalen in inovativen. To oblikovanje, nagrajeno z Bronasto nagrado A' Design Award, vključuje najboljše prakse v umetnosti, znanosti, oblikovanju in tehnologiji ter je odlično po pozornosti do podrobnosti. The Zlin Region Blagovna identiteta sijajno zadovoljuje potrebe, se dotika želja, očara čustva in vzbuja radovednost.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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 in embalaža: Digital
Oznake: Zlin, Czech Republic, creativity, borders, square, architecture, DNA, change, openness,
Proizvodna tehnologija: 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.
Oblikovalski izziv: 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.
Raziskave: 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.
Potek delovanja: 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.
Člani ekipe: Strategy: Zuzana Behova, Jan Blazek
Creative Director: Tomas Nedved
Art Director: Radoslav Dostal
Graphic Designer: Milan Nguyen
Zasluge za slike: Photographer Julius Filip
Film maker Radim Vanous