The Zlin Region 品牌形象 by Radoslav Dostal is a highly esteemed winner of the very prestigious 2023 A' Design Award 銅獎 in 平面設計 Competition Category.
銅平面· 2023
The Zlin Region 品牌形象
Client: Zlín Region
A' Design Award 銅獎 Winner in 平面 Category
Verified Award Winner
Verify Award Status for #142959The Design
About The Zlin Region 品牌形象
《茲林州》係為捷克一個地區創作嘅品牌同視覺形象。呢個形象以正方形為基礎,四個角代表住呢個地區四個歷史悠久嘅行政區。正方形將整個設計框住,同時亦標示出變化發生嘅地方——啲圖形同文字會突破邊框嘅界限。用色方面採用黑、白、深黃同淺黃,黃色正正呼應住茲林嘅傳統色彩。呢套形象設計展現出呢個地區同當地居民嘅創意同企業家精神。
The Recognition
About the A' Design Award 銅獎
The Zlin Region 品牌形象是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計The Zlin Region 品牌形象將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。The Zlin Region 品牌形象出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。
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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