The Zlin Region Munus Primarium: Nota Generis ab Radoslav Dostal

Opus The Zlin Region Munus Primarium: Nota Generis a designatore Radoslav Dostal est victor maxime honoratus praemii praestigiosissimi 2023 Praemium A' Design Award Aeneum in Categoria Certaminis Graphica.

AesGraphica· 2023

The Zlin Region Munus Primarium: Nota Generis

a Radoslav Dostal

Cliens: Zlín Region

Victor praemii Praemium A' Design Award Aeneum in Categoria Graphica

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Visita Situm Vide apud A' Design Award Communicatum Insigne Praemii

Colores

Designum

De The Zlin Region Munus Primarium: Nota Generis

Textus Libri: Regio Zlin est nota et forma visualis ad regionem in Republica Bohemica pertinens creata. Forma quadrato nititur, et quattuor anguli quattuor discos historicos regionis repraesentant. Quadratum designum circumdat et etiam locum ubi mutatio fit signat, dum formae et litterae extra margines eius erumpunt. Colores sunt niger, albus, flavus obscurus et flavus lucidus, et flavus ad colorem traditionalem Zlin refertur. Haec forma spiritum creativum et negotiosum regionis eiusque populi exprimit.

Agnitio

De Praemium A' Design Award Aeneum

The Zlin Region Munus Primarium: Nota Generis victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur The Zlin Region Munus Primarium: Nota Generis rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. The Zlin Region Munus Primarium: Nota Generis necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

Post Designum

Fasciculus Nuntii

Merita, sodales gregis et singula technica a designatore praebita.

Proprietates Singulares: 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.
Dimensiones et Involucrum: Digital
Notulae: Zlin, Czech Republic, creativity, borders, square, architecture, DNA, change, openness,
Technologia Productionis: 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.
Provocatio Designandi: 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.
Investigatio: 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.
Inspiratio: 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.
Duratio Operis: The project started in 2021, when the government decided it needed a rebrand. The project finished in 2022.
Cursus Operationis: 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.
Membra Turmae: Strategy: Zuzana Behova, Jan Blazek
Creative Director: Tomas Nedved
Art Director: Radoslav Dostal
Graphic Designer: Milan Nguyen
Agnitiones Imaginum: Photographer Julius Filip
Film maker Radim Vanous