Zagreb introduces 700-page guide to standardize city's visual identity

Zagreb is set to standardize its official visual presence with the introduction of a new, extensive graphic identity system. Mayor Tomislav Tomašević unveiled the plan, which includes a detailed 700-page book of graphic standards designed to unify the look of all city communications. This initiative aims to bring order to a system that has historically been inconsistent, with various versions of the city's coat of arms, fonts, and graphic elements used across different municipal bodies.

The mayor stressed that the official coat of arms of Zagreb will remain unchanged. The new visual identity focuses on the consistent application of the existing symbol and the introduction of additional graphic elements inspired by its historical form. "The coat of arms remains the coat of arms. It does not contain the name of Zagreb, but represents the official symbol of the city," Tomašević explained. He added that a new sign, inspired by the historical coat of arms, will be used, symbolizing Zagreb as an open city welcoming to all.

To ensure consistent application across all official communications, from official letters and forms to websites, mobile applications, and promotional materials, the comprehensive graphic standards book has been developed. This detailed guide will dictate the precise usage of visual elements. The implementation will be gradual to manage costs effectively, with new standards being adopted as existing materials are updated or reprinted.

This move is part of a broader effort by the city administration to enhance visual order in Zagreb. Mayor Tomašević cited previous initiatives, such as removing advertisements from trams and public bicycles and regulating poster placements, as steps toward reducing visual pollution. "This is a continuation of our efforts to introduce not only municipal but also visual order in Zagreb," he concluded, aiming for a more cohesive and aesthetically pleasing urban environment.