The Zlin Region Identiteti i Markës by Radoslav Dostal

The Zlin Region Identiteti i Markës by Radoslav Dostal is a highly esteemed winner of the very prestigious 2023 Çmimi i Bronztë A' Design Award in Dizajni i Grafikës, Ilustrimit dhe Komunikimit Vizual Competition Category.

BronziGrafikë· 2023

The Zlin Region Identiteti i Markës

by Radoslav Dostal

Client: Zlín Region

Çmimi i Bronztë A' Design Award Winner in Grafikë Category

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Colors

The Design

About The Zlin Region Identiteti i Markës

Rajoni Zlin është një markë dhe identitet vizual i krijuar për një rajon në Republikën Çeke. Identiteti bazohet në një katror, ku katër këndet përfaqësojnë katër rrethet historike të rajonit. Katrori kornizon dizajnin dhe gjithashtu shënon vendin ku ndodh ndryshimi, pasi format dhe shkronjat dalin përtej skajeve të tij. Ngjyrat janë e zezë, e bardhë, e verdhë e errët dhe e verdhë e çelët, ku e verdha i referohet ngjyrës tradicionale të Zlinit. Identiteti shpreh frymën krijuese dhe sipërmarrëse të rajonit dhe të njerëzve të tij.

The Recognition

About the Çmimi i Bronztë A' Design Award

The Zlin Region Identiteti i Markës është fitues i Çmimit të Bronztë A' Design Award, një njohje shumë prestigjioze që u akordohet dizajneve të shquara, të dalluara për krijimtari, shpikësi dhe mprehtësi. Fituesit e Bronztë janë objekte shumë të aftë dhe goditëse në krijimtarinë e tyre, që vërtetojnë përvojën e gjerë, imagjinatën dhe shkathtësinë e dizajnerëve të tyre. The Zlin Region Identiteti i Markës pritet të jetë një objekt shumë i vlerësuar, i admiruar e i dashur, jashtëzakonisht profesional dhe inovativ. Ky dizajn fitues i Çmimit të Bronztë A' Design Award përfshin praktikat më të mira në art, shkencë, dizajn dhe teknologji dhe shquhet për vëmendjen ndaj detajeve. The Zlin Region Identiteti i Markës i plotëson shkëlqyeshëm nevojat, prek dëshirat, magjepson ndjenjat dhe tërheq kureshtjen.

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