Prague 6 presented a new form of its visual communication. It will be presented in the style of the ReDesign studio, which was successful among the 76 designs of the design competition organized by the professional organization Czechdesign. On the occasion of the launch of the new visual identity, a six-level beer special produced by the Bubeneč Brewery was also created.

Prague 6 is changing its visual style after seventeen years, until now it relied only on the logo without any other unified visual expression. The preparation of a new complex visual identity, which is the job of the communication department of the city district, takes more than a year.

“We want to keep up with the times, that’s why we teamed up with experts in the field of graphic design and in an open competition we were looking for an original visual style that would faithfully describe Prague 6. The jury unanimously agreed on the winning proposal. We have acquired a complete system of visual communication, which combines modern elegance, dignity, but also tradition. I therefore believe that it will support the local residents’ pride in the fact that they are from Šestka,” said Prague 6 Mayor Ondřej Kolář (TOP 09) at the presentation of the identity at the Bubeneč brewery yesterday.

The basic idea behind the new visual identity of Prague 6, behind which the ReDesign studio stands, is a geometric morphology derived from the historical emblem of the city district. “This linear ‘shield’ with rounded bottom corners acts as the basic building block for the entire system. In its simplicity of form, it relates to the functionalist aesthetics that is typical for Prague 6. However, we deliberately did not burden this motif with explicit local signs, rather we bet on the derived atmosphere of the place, which can function as a symbol of local patriotism in the sense of a house sign. So it communicates: I live here and I’m proud of it,” explained Petr Krejzek from the ReDesign studio. They created the new visual identity of Prague 6 together with graphic designer Kateřina Šuterová.

“We wanted to put the action of the future into it, that’s why we created a menthol color, which for us is synonymous with activity, it has a lively potential,” added Krejzek.

According to him, when creating the visual system, emphasis was placed on its flexibility. The detail in the rounded bottom corners can be applied to both printed and digital media. Posters, banners or communication on social networks will thus be clearly visible and easily recognized by the public.

Newly, the urban area will stand out under an easily identifiable green color in a tone that evokes nature and peace, but at the same time adds a modern, lively accent to urban activity. The style also includes the font “Grotesk Civil” from the Czech font Superior Type.

“Prague 6 is also very diverse in terms of its residents, many expats also live here. It is therefore very important that the new style is easily readable and recognizable across all age and social groups. The goal was to find a style that would be modern and open world. And the proposal from ReDesign fulfills that,” said Jana Vinšová, director of the Czechdesign organization, which organized a design competition for the new visual style of Prague 6.

It included a total of 76 proposals, the ten winning ones from the ReDesign studio were appreciated by the competition jury as very compact, advanced and dignified. As another contribution, the jury mentioned the reference to the continuity of the brand of the capital city of Prague through the division into columns.

The new style will gradually be written into all overall official communication outputs and presentations of the city district. In addition to changes in online communication, the first phase will involve changing the visual style of office publications, employee cards and the branding of the town hall. Šestka, the printed periodical of Prague 6, will be published in a new design from November.

“The portfolio of promotional items will be completely replaced. In this area, we are also changing the demand strategy and emphasizing quality instead of quantity. We want to focus on original, imaginative design, in cooperation with Czech and Slovak creators, and sustainable sustainability in the form of limiting plastics or using environmentally friendly materials,” said Prague 6 spokesman Jiří Hannich.

You will gradually see changes in the outdoor visual media: whether it is new stickers on the cars of the city or signs in public areas.