Why did the Croatian National Tourist Board need multilingual logo variants?

The unfamiliarity of the Croatian language abroad made linguistic adaptations essential for international appeal. Using only English or German versions would have been awkward and sent the wrong message to tourists from diverse markets.

How does the design maintain consistency across 12 language versions?

The central A serves as a unifying linguistic element across all versions. A complete hand-painted alphabet ensures visual consistency, while decorative elements like waves and palm trees remain constant regardless of language.

Case Study: Croatian National Tourist Board.

A multilingual visual identity for promoting tourism in Croatia, a Mediterranean country with historic cities and pristine seas.

Publié le: 14 décembre 2022
Lecture: 2 min
Thème: etude de cas

Case Study: Croatian National Tourist Board

Deployment across nearly a dozen language variants to reach an international market.

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Context

Brand Story: A multilingual visual identity for promoting tourism in Croatia, a Mediterranean country with historic cities and pristine seas.

Studio: Studio International

Art Director: Boris Ljubicic

Typography: Hand-painted

Colors: Yellow (PMS 130), with treated reds and greens. After independence, Croatia had to rebuild and redefine itself. It met this challenge by creating a new identity, positioning itself as a premier vacation destination. At the heart of this transformation lies a distinctive logo.

1. A Colorful and Polyglot Logo

The logo, vibrant and watercolored, features bold primary colors. To appeal to an international audience, adapted versions for each market were developed. The unfamiliarity of the Croatian language abroad made these linguistic adaptations essential. Choosing only English or German versions would have been awkward and sent the wrong message to tourists.

2. Unification Through Design

The logo uses a linguistic detail to unify its versions: the "A" in "Croatia" is often the fourth letter. This "A," framed in blue, evokes the Adriatic Sea and resembles a sailboat.

On the left, a red square symbolizes the sun. This checkerboard pattern recalls the medieval coat of arms of Croatia. Though its origin is uncertain, it traditionally represents the kingdoms of red and white Croatia.

3. Evocative Details

The other letters in the logo, adorned with waves or palm trees, present Croatia as a haven of relaxation. This appealing and versatile visual identity suits various tourism products, such as towels, bags, and apparel. It extends the brand's reach beyond traditional advertising.

4. Consistency and Flexibility

The central "A" in the logo ensures uniformity across all language versions. This includes English, French, Italian, German, Croatian, and other languages.

The red and blue checkerboard pattern evokes feelings of summer joy. It conjures the pleasures of coastal life and the Croatian national coat of arms. A complete alphabet, hand-painted, ensures consistency across logo versions.

This innovative design approach not only redefined Croatia's visual identity but also strengthened its appeal as a premier tourism destination.

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Why did the Croatian National Tourist Board need multilingual logo variants?: The unfamiliarity of the Croatian language abroad made linguistic adaptations essential for international appeal. Using only English or German versions would have been awkward and sent the wrong message to tourists from diverse markets.
What do the red square and blue-framed A represent in the logo?: The red square on the left symbolizes the sun, while the blue-framed A evokes the Adriatic Sea and resembles a sailboat. The checkerboard pattern recalls Croatia's medieval coat of arms.
How does the design maintain consistency across 12 language versions?: The central A serves as a unifying linguistic element across all versions. A complete hand-painted alphabet ensures visual consistency, while decorative elements like waves and palm trees remain constant regardless of language.