CGD

For years, experts have been calling for a visual identity which would unify the fragmented communications of the Czech state administration into one coherent whole. The state has adopted a unified visual presentation for all state institutions to facilitate communication with its citizens who will be better able to orient themselves in its state structures and will have a sense of greater stability and safety when communicating with state authorities. It also shows international partners the Czech Republic’s firm integration in European structures where unified visual communication has become the norm.

The new visual identity’s most visible feature is the updated symbol of the Czech lion and the color scheme referencing the red, white and blue of the Czech flag, used as part of a well-developed, logical and organic hierarchy. The modernized symbol of the lion has not lost anything of its majesty and dignity, and corresponds well with the concept’s elegant and detailed solution, as well as with the non-linear Czechia Sans type developed by typographer Tomáš Brousil. Apart from the logo itself and the related visual style, the project also includes a detailed style guide for all relevant printed and digital materials.

The state administration’s new visual identity is not only a formally and functionally striking project but is also one of the many steps towards achieving a more effective administration of public resources and helping the country’s reintegration into the geopolitical structures of which it has been an integral part throughout history. Its easy applicability and legibility, as well as the dignity and elegance of the state administration’s visual identity, constitute seminal prerequisites for its long-term sustainability, regardless of the actual political situation.

Linda Kudrnovská