Virovitica presented the new visual identity and brand of Pejačević Castle and City Park

first_img“The motives of the visual identity are designed with respect for tradition and what is currently happening in Virovitica. I arranged it like a genome around the center of Virovitica, starting from the content to the collective memory. I think this is very important because a brand without emotion is not a good brand. We all have an emotion towards this space, we grew up there, we were educated, we experienced our first love “, said Boris Malešević, presenting the visual identity. Malešević also emphasized that identity is conceived as a system that will unmistakably say with its visual attraction that it is about Virovitica. The brand will be built around the slogan “Virovitica for Generations”, and the promenade next to the Petar Preradović High School will be named “Promenade of Virovitica Generations”. “Currently, the construction works in the park and at the Castle are being completed, and the complete interior design of the exhibition and other spaces has been agreed. Simultaneously with the works, the second component of the project is being worked on – enriching the tourist offer and promoting it. Back in 2017, we agreed on a marketing strategy for the implementation of the Integrated Development Program “5 to 12 for the Castle”, and last year a brand strategy with a new visual identity, “said Ivica Kirin, Mayor of Virovitica. Plan of the City Garden and Pejačević Castle The visual identity was presented by Boris Malešević, a renowned Croatian designer, and brand strategy by Feđa Vukić, a professor at the Faculty of Architecture in Zagreb and head of the Design Studio, who said that the new Virovitica brand represents a new space for everyone, a kind of “democratic forum of modern type”. He will serve the people of Virovitica, but also pupils, students, guests and tourists. The already adopted logo of Virovitica remains the same, and this visual identity is only its kind of continuation, ie a trademark and logo of a tourist destination. It will also be promoted at the international fair Viroexpo, where promo materials with a new slogan and logo will be presented to the citizens. The new visual identities of Pejačević Castle and the Virovitica City Park are under the auspices of the Virovitica City branding project with the slogan “Virovitica for Generations”. center_img The city of Virovitica is in the final phase of implementing the largest EU project in the restoration of cultural heritage in Croatia worth 81 million kuna, and it is a project called “5 to 12 for the Castle”. “The castle and park will become the centerpiece of a new urban experience in the city and region. The mission is to create a new urban climate in the city through spatial planning and programs that inform, culturally enrich and strengthen democratic processes and thus create a basis for experiential tourism, “said Vukic and expressed satisfaction with the project of bridges in the park designed by his students. “Creating a visual identity, we commissioned research, ie analysis, from which I drew the main message and slogan of this project. According to the survey, there were two groups of people, one saying it should have been done and that it was a project of this generation, something that would remain for generations, while others were against it. But what they both have in common is the word “generation”, Malesevic explained, adding that the word “generation” is used in a positive context, when we create something that will benefit many, something great and significant and timeless. The new visual identity will put the City Park and Pejačević Castle in the center of recognizability of Virovitica, and will contain motifs of the park, castle, water, trails, bridges and art and experience. www.vpz.hr, Photos: Kristijan Toplaklast_img