Prague presents itself in new splendour: the visual identity of the Czech capital has been revised and modernised. Based on an analysis by Czechdesign and in collaboration with Studio Najbrt, the iconic logo has been given a facelift while retaining its timeless character.
One of the oldest and best-known brands in the Czech Republic has undergone a comprehensive overhaul. Following an expert analysis of the current state, prepared by Czechdesign, Prague City Hall has slightly modified its visual identity in collaboration with the original designer, Studio Najbrt. The strength and qualities of the timeless logo have been retained, but the rules for the placement of text, logos, and fonts, as well as the structure of the logo usage system for organisations established by the city, have been adapted. Additionally, guidelines for digital usage have been included in the graphic manual for the first time.
The current visual identity of the City of Prague, which boasts more than 20 years of tradition, is one of the longest-existing in the Czech Republic. The ‘Prague’ brand is considered timeless, strongly anchored, and easily recognisable. However, a comprehensive visual identity system that fully reflects the strength of the logo in the wide range of applications the city uses to communicate with citizens and visitors has been lacking.
“We live in dynamic times that are constantly evolving. And we have to adapt to this change. I am satisfied with the comprehensive visual identity system and believe that it will greatly facilitate the capital’s communication with its users,” says Prague Mayor Bohuslav Svoboda.
The graphic design studio Najbrt, which created the original visual identity in 2002, was commissioned to revise the Czech capital’s branding and adapt it to current needs and requirements. The aim was to make not only the brand, but the entire communication, understandable and attractive, while creating a clear link to the capital.
The need to update the visual identity system and graphic manual of the City of Prague arose from the presentation and communication needs of the city and its affiliated organisations. The previous system was inconsistent and unrecognisable. In particular, there was a lack of formats for digital communication, meaning that the graphic manual was inadequate for the representative and standardised production of communication materials.
The specific changes to the visual identity primarily aim to strengthen its uniqueness and recognisability. The system was expanded to include fonts, illustrations, and pictograms. New principles for the composition of the individual elements have also been defined.
The ‘Prague’ font, customised by leading Czech font designer Tomáš Brousil, serves as the main font for most texts. It is a modern geometric grotesque with wider letter proportions and distinctive details that give it a unique character.
Pictograms are also part of the standardised visual style. A basic set was developed to visually match the main ‘Prague’ font. To expand this set as needed, the authors have defined a process for creating additional characters that fit seamlessly into the standardised morphology.
The colour scheme of the visual style has been significantly expanded. In addition to the palette of basic colours, colour combinations have been defined that can be used flexibly depending on the context. The colour palette is also reflected in the illustrations, which can be recoloured if necessary to maximise their reusability without risking monotony.
Along with the overhaul of the overall visual identity, the logo also underwent a subtle facelift. The letters were redrawn and visual corrections were made. Thanks to these careful changes, it is not necessary to immediately replace all applications of the original logo. The simultaneous appearance of old and new versions in the public space is unproblematic, allowing the changes to be implemented gradually.
