BY David Weinberger

Slove is in the Air

Recently, Slovenia, like many countries and other destinations, decided to undetake a rebranding. Unfortunately, also like many, they decided to make it a competition. Although Fundacija Brumen, the local design organization, protested, Slovenia went forward with separate competitions for the new logo and the new tagline.

The logo, designed by a Slovenian design firm called Luks Studio, is supposed to be Mount Triglav (the tallest mountain in Slovenia), a linden leaf (a symbol of Slovenian culture) and a heart. To me, it just looks like a flaming heart. Unless your name is Malcolm Grear, it’s usually hard to combine more than two symbols into one cohesive and readable unit. This was not a successful attempt, especially since this a logo aimed at tourists who may not be aware of two of the three references. What I also find remarkable is that the new logo is far less friendly than the old. The icon and even the type seem too formal compared to the hand-drawn flowers breaking out of the square.

The new tagline, created by an Agency called Nuit, is “I Feel Slovenia”, with the word “Love” in Bold. I don’t think there is a graphic standard as I have seen it twice in two different typefaces, but I think it is interesting that it can not live without design meaning it doesn’t work verbally. I really like this tagline and between the logo trying to incorporate a heart and the the tagline trying the same, the tagline is much more successful. Great work.

Here is an alternate color version presented by Luks

Here are a few usage options presented by Luks for products and services created, made, produced or from Slovenia.

Here is an alternate sketch presented by Luks

In the end, I really like the tagline and I love the energy with which Luks approached the design.

Here’s the story:

\n\nRecently, Slovenia, like many countries and other destinations, decided to undetake a rebranding. Unfortunately, also like many, they decided to make it a competition. Although Fundacija Brumen, the local design organization, protested, Slovenia went forward with separate competitions for the new logo and the new tagline.

Many thanks to our ADV @ UnderConsideration Partners