logo, corporate identity

The Association of Municipalities of Eastern Krkonoše launched a competition for the new visual identity of the Landscape at the Foot of Sněžka destination. The goal was to create a visual identity that would unify the presentation of the region and strengthen its communications towards both tourists and local residents.

About the Project

The visual identity design for Landscape at the Foot of Sněžka is built around pictograms that allow for unlimited versatility and ensure the message is clear even without text — for example, for children or people with disabilities.

The logo itself is a composition of two symbols. The upper triangle represents Sněžka and at the same time evokes the roof of a tent, a mountain hut or a home — suggesting safety and life in the region. The lower nine-pointed star references the nine key locations of the area, their collaboration and shared development. The interplay of the two symbols also echoes the pictograms used to mark places on a map.



The communication style for the region is unified yet flexible — encompassing skiing, friendship, a sense of home and the many other activities and experiences the destination has to offer. The whole system forms a playful and flexible visual language, applicable across all materials and channels, delivering a clear, accessible and cohesive destination identity.

Darina Fiala — concept and identity design

Further possibilities

Thanks to the wide range of pictograms available, a standalone image can be created for each individual village — highlighting whatever is most interesting or most relevant for a given campaign. All images are connected by a winding path in which the letter S is clearly legible, accompanied by a selection of pictograms from the same set.

Variable pictograms and a modular system give each village its own character and make navigation easy even without text.

More Projects