Prague has introduced a new visual identity in the field of tourism
5 October 2021, Prague — Prague City Tourism presented their new visual style at this year’s Designblok, through which to present Prague to visitors from home and abroad. The new visual identity is part of the capital’s cultured tourism project. This is notably reflected in the new form of souvenirs, visual elements, but also in the very essence of the brand’s presentation. Its hallmark is authenticity, representing the metropolis through the people who live in it.
‘The cultured tourist clientele we are aiming for do expect a classy aesthetic presentation of the city and its attractiveness. We thus need to attend to that and raise our game to match other European capitals.’ says Hana Třeštíková, Councillor for Culture and Tourism.
Prague City Tourism, charged with managing tourist visits to the capital, has drawn Prague creatives into the presentation process. The competition for their new visual style was won by Bohumil Vašák and Petr Štěpán, working with the newly created font from Prague typographer Tomáš Brousil. The aim was to build on the essence of the new strategy and to highlight a clean, unfussy and refined style.
‘In addition to the new visual style, we have developed a collection of classy souvenirs as well as a series of photographs and video-spots supporting the new image of an authentic city,’ says Jana Adamcová, Member of the Board of Directors of Prague City Tourism, getting into more detail.
The aforementioned photographs and spots present Prague artists, such as Tata Bojs, the string quartet Unique Quartet, Grammy Award winner Ondřej Pivec and the progressive dance group Dekkadancers.
It is indeed the cooperation with local artists that supports the new positioning of the Prague brand, as built on three pillars. These include: ‘bohemian spirit’, as the free-thinking lifestyle of Praguers, their creativity and people stories, multilayeredness, reflecting the diverse influences that intersect in the Czech capital into an exceptional fused whole, and finally the classiness that shows Prague’s stylish and sophisticated aspect.
‘Prague City Hall in cooperation with Prague City Tourism seeks to change the perception of the city in line with the new concept of tourism. The new visual identity is intended to help present Prague as an authentic cultural metropolis, not a cheap party destination or tourist open-air museum,’ adds Petr Zeman, Chairman of the Company’s Supervisory Board.
The visual identity will progressively make itself known on all the heritage sites managed by Prague City Tourism, such as the Old Town Hall or the Petřín Lookout Tower. Marketing campaigns in the Czech Republic and abroad as well as the new editions of printed materials will also be transformed accordingly. The implementation of the visual style will be complete by the end of 2021.