"Good idea, Slovakia!" – Lajcak Unveils New Country Brand

Bratislava, April 28 (TASR) – “Good idea, Slovakia!” is a slogan that will be presented abroad as part of the new “Slovakia” brand, with its logo unveiled Thursday by Foreign and European Affairs Minister Miroslav Lajcak.

The minister noted that this logo and slogan mean a crowning of an effort to find an international identification brand for Slovakia that has taken several years.

“The result of this process is based on expertise and communication with experts and the general public. It represents an attempt to express what people imagine under the notion of the ‘Slovakia brand’ and what it should contain,” said the minister. “Only a country brand that people identify with has a chance of success,” he added.

“The slogan in its English version is striking and at the same time gentle,” said Lajcak.

A survey carried out by Focus agency on a sample of 1,000 respondents between January 27 and February 3, 2015 generated four keywords for creating a country brand for Slovakia: peculiarity, vitality, diversity and ingenuity. Creative Department, which won a public tender on creating content and visual pattern for the new Slovakia brand, then began working with these four words.

“We looked for something exceptional and original that would show Slovaks in what a good country they’re living,” said company director Simona Bubanova.

A special accent was placed on presenting Slovakia as a modern country that can capitalise on its traditions, as well as ideas, inventions and products that have made it abroad. “We wanted to show Slovaks what they can be proud of,” said Bubanova.

The winning design cost €80,000. Meanwhile, the tender also involved unification of the visual identity for Slovakia’s state administration at all levels.

“Placement of the state tricolour and the coat of arms will make it evident whether the logo concerns a senior or subordinate state administration body or a self-governing body,” said Lajcak.

The new logotype is mandatory for all ministries and central state bodies, with subordinate and self-governing bodies (regional and local governments) being recommended to use it as well. Its implementation is planned as of October 1, and it should be fully introduced as of the beginning of 2017.