The Zlin Region Umsebenzi Ophambili: Umfanekiso woMqondiso weBhrendi by Radoslav Dostal is a highly esteemed winner of the very prestigious 2023 Ibhaso Lebhronzi le-A' Design Award in Uyilo lweGrafiki, umZobo kunye noNxibelelwano oluBonakalayo Competition Category.
IbhronziIgrafiki· 2023
The Zlin Region Umsebenzi Ophambili: Umfanekiso woMqondiso weBhrendi
Client: Zlín Region
Ibhaso Lebhronzi le-A' Design Award Winner in Igrafiki Category
Verified Award Winner
Verify Award Status for #142959The Design
About The Zlin Region Umsebenzi Ophambili: Umfanekiso woMqondiso weBhrendi
Isicatshulwa seNcwadi: I-Zlin Region ngumqondiso webhrendi kunye nomfanekiso obonakalayo owenzelwe indawo eseCzech Republic. Umqondiso lo usekelwe kwikona-ngesine, kwaye iikona zone ezi zimela izithili zone zembali zendawo leyo. Ikona-ngesine iyokhraywa kuyilo kwaye iphinde ibonise apho utshintsho lwenzeka, ngoxa iifomu kunye noonobumba baphuma ngaphandle kwemida yayo. Imibala esetyenzisiweyo yaba mnyama, mhlophe, mthubi ontsokothileyo kunye no mthubi okhanyayo, apho umbala omthubi ubhekisela kumbala wesithethe waseZlin. Umqondiso lo ubonakalisa umoya wobuchule kunye wobuchwepheshe bezorhwebo lwendawo leyo kunye nabantu bayo.
The Recognition
About the Ibhaso Lebhronzi le-A' Design Award
The Zlin Region Umsebenzi Ophambili: Umfanekiso woMqondiso weBhrendi ngumphumeleli weIbhaso Lebhronzi le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo ephawulekayo eyahlukaniswa kukuyila, ubukrelekrele nobukrelekrele. Abaphumeleleyo beBhronzi ziimveliso ezinobuchule obukhulu nezidala ngokumangalisayo ezingqina amava aphangaleleyo, ukucinga nokwazi ukuzenzela kwabayili bazo. The Zlin Region Umsebenzi Ophambili: Umfanekiso woMqondiso weBhrendi iyathenjwa ukuba ibe yimpahla exatyiswa kakhulu, edunyiswayo nethandwayo enobungcali obuphawulekayo nezinto ezintsha. Lo myilo uphumeleleyo weIbhaso Lebhronzi le-A' Design Award ubandakanya iindlela ezilungileyo kakhulu kubugcisa, inzululwazi, uyilo kunye nobuchwephesha kwaye ugqwesile ngenxa yokunikela ingqalelo kwiinkcukacha. The Zlin Region Umsebenzi Ophambili: Umfanekiso woMqondiso weBhrendi iyanelisa iimfuno ngokumangalisayo, ichukumisa iinqwenelo, ikhwebela iimvakalelo kwaye itsala umdla.
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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