CzechTourism, the official tourism promotion agency for the Czech Republic, unveiled a new visual identity last week. Created by a design studio called Marvil, the new "social media savvy" identity is centred around the word "like", which has been integrated in the the country's name - "Czech Republike".
The sans-serif wordmark stands in stark contrast to the swirly typefaces and friendly symbols that are found in most other tourism logos. Marvil's creative director Pavel Zelenka deemed such features outdated, suggesting that they didn't need a symbol as the logo targets the literate. When possible, the English word "like" is also used when the logo is adapted for other languages.
The old flag logo will remain in use for a while, as Marvil's work will reportedly not be implemented until next year.
Marvil has produced a slick concept video that showcases the new identity:
The Prague Post