Gorski kotar Tourist Board
brandBOX, Branding, Design
Gorski Kotar Tourist Board asked us to create the brandBOX for the destination.
brandBOX is a set of guidelines for emerging brands and those in need of repositioning. It consists of the brand promise, brand values, tone of voice and visual identity.
The visual identity, apart from the logo, typography, colors, images, layout and formats, should also include the iconography of certain categories of tourist services.
We admit it was a diverse task for a destination that offers even more diverse experiences – adventure, gastronomy, rest, renewal… Whatever helps visitors to find themselves again.
What image pops up in our mind when we hear Gorski Kotar? To the majestic hills and mountains? The elusive lynx? Or perhaps romantic houses by numerous rivers and lakes?
Brand values, tone of voice and the entire visual identity reflect the character of Gorski Kotar – its diversity, accessibility, beauty and peace, but also dynamism and adventure. Like a real, versatile host who recognizes what suits the guests and makes it possible for them – be it by unobtrusive serving or a subtle hint to the guest how to discover the desired experience.
The character of the destination is woven primarily into the logo, and then into the entire visual system. By combining the specific shapes of individual symbols of Gorski Kotar, we got a modern simple logo. The contrast of lines and colors adds to its distinctiveness, and the roundness of the shape communicates warmth and accessibility.
Colors & Typography
For the primary colors, three shades of green were used as identity carriers, while brown, blue, and orange completed the palette depending on the category being communicated.
For the type, we used Merriweather Sans – a family of sans-serif, semi-condensed, low-contrast typography that is comfortable to read even at very small sizes. Merriweather Sans gives a traditional feel with modern shapes. Just like Gorski kotar.
The illustrations of animals were created from the shape and construction of the logo itself. In addition to flat shapes, which we use as oversized planes, we also use illustrations of animals from Gorski Kotar in arbitrary sizes, colors, and transparencies.
To create pictograms, we also used the shape of the logo. That made them recognizable, unified, and modern. It will also be easy to develop new ones in the future.
Gorski Kotar offers so much that just a weekend is not enough. That’s why we created a campaign that positions Gorski Kotar as a serious, meaningful destination through a simple question – “What is luxury today?”
Is it a luxury to sleep in a five-star hotel or under a million stars? To squeeze on a popular beach or relax in the shade of Kamačnik? The luxury is to stop and let go. To breathe and regenerate. Luxury is to reduce stimuli and enhance experience.
On social networks, pictograms have a double role. They are applied to the background of the photos to create a visual link with the identity, and at the same time indicate the topic of the post.