The story behind the new visual identity of the Dubrovnik County Tourist Board

At the beginning of the week, the new visual identity of the Dubrovnik-Neretva County Tourist Board was presented, and the best work in the Visual Identity Design Competition was the work entitled EMBLEM of the PROSPEKT team (Nikola ...

At the beginning of the week, the new visual identity of the Dubrovnik-Neretva County Tourist Board was presented, and the best work in the Visual Identity Design Competition was a work called EMBLEM of the PROSPEKT team (Nikola Šubić, Martina Vasilj Matković, Mile Kušić). In a conversation with Mile Kušić from the company Prospekt, we bring you the story behind the new visual identity of the Dubrovnik County Tourist Board.

As the main element of communication and certainly the main star of Dubrovnik-Neretva tourism is the city of Dubrovnik, which through the main proposed slogan Dubrovnik & Around (current slogan is Dubrovnik Riviera and islands) was successfully connected with the whole county, ie destinations in the cluster , Neretva, Mljet, Korčula and Lastovo) in order to make it easier for tourists to connect with the entire destination, and thus facilitate communication and recognizability of the entire region. "In considering the visual identity of the Dubrovnik-Neretva County Tourist Board, we took as a basis the basic features of the county, which largely overlap with the perception of tourists: Historical heritage - most recognizable through the walls, sun and sea (like it or not), indigenous "fruits of the earth" ", A famous maritime tradition and a long and indented coast / islands" Kušić points out and adds that all the mentioned elements are common to the entire county and its most recognizable part - the city of Dubrovnik, whose name is also in the name of the county.

This creates a synergistic effect and at the same time resolves the current confusion in communication that has occurred due to the use of completely different identities, Kušić points out and adds "We use the word Dubrovnik as the name of the destination because of the importance, recognizability and influence of Dubrovnik. Dubrovnik is also the seat of the county, it is in the name of the county. Dubrovnik has been added "& around", thus suggesting that it is worth paying attention to other parts of the county around the city."

Through visual identity, six important and recognizable icon-graphemes are isolated with which other destinations in the county are connected.

  1. Sun - a high share of tourists for whom favorable climatic conditions are a very important factor when deciding to visit should not be neglected
  2. Walls - the most recognizable motif of Dubrovnik postcards, but the often neglected Ston walls should also be pointed out
  3. Ships and ships - The city of Dubrovnik was a historical naval superpower, and the ship is still an extremely important tourist product, not only at sea - Neretva ships are indigenous Neretva vessels to which the tourist spectacle Boat Marathon is dedicated
  4. Agricultural products - the most recognizable products are citrus and grapes, represented in the entire county, at least in the city itself, so we have a fine intertwining of Dubrovnik and the surrounding agriculture.
  5. Islands - Elaphite Islands, Korcula, Mljet and Lastovo are tourist pearls that perfectly complement the offer
  6. Water - the sea is a conditio sine qua non of the entire tourist destination, but we should also point out the river Neretva, which is extremely important for agriculture in the county

Each of the six proposed "emblems" of the cluster is given a color in accordance with their basic distinctive characteristic - so red means cultural and historical heritage, green nature, blue sea. "The roof sign of the destination is used in gold, giving it significance and recognizability. The same color system, as well as icons (with a different stacking system) can be used for, for example, the signs of capital county projects, which provides even greater unification and recognizability. " said Kušić and added that the proposed signs with their shape and appearance resemble an emblem, shield or coat of arms, which are often associated with kings and dignitaries, so this additionally gives the signs a sublime and historical note.


And the city of Dubrovnik, as well as the entire Dubrovnik-Neretva County, has made a deep mark in European as well as world history. The slogan used in the proposed promotional materials is Fell free to… from which words can be exchanged, and is related to freedom. So, feel free to enjoy, explore explore, etc.… It is freedom that is extremely important for the meaning of Dubrovnik, so Libertas is the slogan of the city of Dubrovnik, which in Latin means freedom. Also, the word "libertas" was the slogan and symbol of the Republic of Dubrovnik, and freedom was considered one of the greatest values ​​of life. She was among the first in the world to ban slavery, deciding to ban it in 1418, while on the Lovrijenac fortress on a stone the Latin inscription is written: "Non bene pro toto libertas venditur auro", which in Croatian means "Freedom is not sold for all gold" ”.  "Freedom is one of the city's greatest historical values, its slogan and symbol. The last part of the slogan is changeable, so we can use Feel free to… relax, enjoy, explore, discover, etc. (Feel free to enjoy, relax, explore, discover). concludes Kušić from the creative studio Prospekt from Rijeka.

The slogan, as Kušić points out, is not limited to one communication, but is subject to its extensions to tell various tourist stories and experiences that the Dubrovnik-Neretva County is certainly full of. It is our autochthonous, unique and authentic stories that we have to tell and "sell" to tourists because that is the meaning of tourism - to discover new ways and cultures of living through identity, history, gastronomy, etc.… Let's be what we are - Croats, because tourists want to know that, to taste and experience.



Related news:

Hrvatski HR English EN