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Visual identity
of the Kraków Metropolis
Krakow Metropolis is an association of Krakow and 14 surrounding municipalities. The main goal of the entity is close regional cooperation on many levels – including business, culture, tourism and technology. Members of the association also want to strongly promote the region internationally to increase the number of tourists visiting the Metropolis and to attract new investors.
The first step to achieve these ambitious goals was the development of a consistent visual identity for the Krakow Metropolis Association brand, which consisted of refreshing the logo and developing a visual identity system.
When creating the new ToR, we took into account the diverse needs, goals and requirements of all 15 municipalities, as well as the diversity of areas that the Metropolis of Krakow deals with and wants to promote.
Before starting the work, we held a series of workshops and training sessions, during which we explained in detail the purposes that the identity serves, and gathered the expectations of local governments regarding the new identity.
As a result, the project was an accurate response to the jointly created brief and was unanimously accepted by all entities of the Metropolis.
For the leitmotif of the sign and the entire visual identity, we chose arches – a symbol of the dynamism that characterizes the Metropolis, efficient cooperation between the associated municipalities, as well as the constant development of the association. The signet of the sign – is built of 4 arches and the base against which they are based and together form the letters MK – the abbreviation of Metropolia Krakowska.
In choosing such symbolism, we also took into account the regional aspect. The arches bring to mind the popular and well-known arcades of Krakow’s Cloth Hall, which, along with the Wawel Castle and St. Mary’s Church, are unambiguously associated with the region. Joined at the top, the arches form a gate – a symbol of openness, readiness to cooperate, hospitality.
Based on the arcs from the sigil, we developed special typography, as well as icons and other graphic materials.
The color scheme used (navy blue and red) was taken from the old system, giving the whole process of change an evolutionary rather than revolutionary character.
The basic typeface – Ubuntu – is the same as the SIW of the City of Krakow, which will facilitate cooperation between the city and the association and help jointly achieve promotional goals.
Team:
Visual idenity Michał Wyszyński
Verbal idenity and project management: Piotr Flis
Creative supervision: Anita Kamila Sochacka
