City Zagreb is a hot topic on social media in Croatia today. But this time, not because of historical landmarks or cultural events, but because of a new visual identity that has caused violent negative reactions and widespread public controversy.
While many nostalgically recall the city's existing coat of arms, the new visual identity solution created as a result of a competition by the Croatian Designers' Society represents an attempt to modernize the city's visual identity, but also leaves open questions about whether the city authorities will stand behind their choice after numerous negative comments.
The city of Zagreb has certainly succeeded in one thing – everyone is talking about the city's new visual identity. The goal of creating visibility has been successfully achieved, that must be admitted. What will the new visual identity represent to tourists and what impression does it leave of the city?
Old coat of arms – tradition and symbolism
For decades, the coat of arms of the City of Zagreb has carried the story of the city through rich symbolic elements. The traditional coat of arms, whose sketch was created according to the idea of Branko Šenoa, son of the famous writer August Šenoa, wore red until 1986. After the devastating earthquake that hit Zagreb in 1880, a coat of arms was placed on the church of St. Mark on a red background, which, due to a lack of funds for a change, has remained on the roof and today on a red background, although the blue color of the shield was established in 1896.
In a blue field placed on a green hill, the coat of arms depicts a silver – or white – city with three towers, symbolizing the fortress on the Gradec hill, a green hill symbolizing Grič, and an open golden gate that reflects the hospitality and readiness of the people of Zagreb to receive every visitor. Additional symbols – a golden six-pointed star reminiscent of the Old Slavic goddess of beauty Lada, and a silver crescent moon is the sign of the god Lelj, the patron saint of love.
The colors of blue combined with silver and white symbolize the ascension of the Blessed Virgin Mary – emphasizing the meeting of the heavenly and the earthly, which made the coat of arms the foundation of the city's official identity, confirmed in 1999.
New identity – freedom and controversy
The first-prize winning conceptual design for the new visual identity of the City of Zagreb was recently presented, based on the concept of "A free man in a free city". This design, designed by Boris Malešević, Katja Malešević, Feđa Vukić and associates, should articulate Zagreb's identity as an open, cheerful and proud city. Slogan "Zagreb, I love you!" it was conceived as a strong expression of love, pride, happiness and connection that citizens feel towards their city.
The jury is composed of: Ira Payer, Nina Bacun, Tom Dorresteijn, Luka Korlaet and Luka Thumm unanimously selected the winning solution, stating that it was a strategically solid foundation that could grow together with the city.
– The jury unanimously recognized the first-prize winning work as a solution that, with further elaboration, can most accurately respond to the communication needs of the city of Zagreb. The concept successfully balances the past and the present and skillfully creates a bridge between institutional communication and everyday urban life. The work is convincing, graphically simple, but not flat – it is characterized by the layering necessary for a long-lasting and successful identity of the city. At the same time, it is sufficiently formalized to easily fit into the institutional framework, together with the official coat of arms with which it is compatible, she pointed out Ira Payer, president of the jury for Vecernji list.
However, the new visual identity has caused great controversy since its first announcement. Numerous critics left heated comments on social networks. While the designers claim that the concept balances the past and the present, the reactions of citizens leave the impression that there is a gap between the creative vision and the expectations of the community. It remains to be seen whether the city authorities will stand behind their choice and manage to bridge the gap between modern design and the traditional symbolism that has long defined the identity of Zagreb.
The new visual image of the City of Zagreb, although designed as an innovative step towards modernization, is causing great controversy and the question is whether the city authorities will be able to convincingly defend their choice to the public.
This development shows how crucial the identity of the city, expressed through its symbols, is for the cohesion of the community and how challenging the process of connecting a rich history with the needs of a dynamic urban living concept and contemporary communication is.
How do you like the new visual identity of the City of Zagreb?
