logo, redesign, print, merch, social media assets

Women in Business is an association from the Pardubice Region that connects and supports women in their entrepreneurial journeys. It is a community that grows, shares experience and strengthens one another.

About the Project

The aim of the redesign was to unify the visual style, give the brand a more professional yet still human expression, and create a logo that is original and easily recognisable — the original symbol was too easily confused with others.



The new logo brings together several symbols — a heart, an arrow, a gemstone and the outline of the Pardubice Region — subtly expressing energy, direction and connection.

The colour palette is built on a contrast between feminine pink and deep navy blue. The pink brings warmth, openness and care, whilst the navy adds stability, trustworthiness and depth. Together they create a balanced whole that feels approachable yet confident.



The visual identity builds trust, fosters a sense of belonging and feels consistent across all channels and community activities.

Darina Fiala — concept and design

Photo © Adéla Friesová

You can recognise the Women in Business association by their heart.

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