Graphic identity for the capital city of Slovenia


We were appointed after winning an invited pitch from the Ljubljana Tourist Board in 2007. Following the production of guidelines implementation, the identity was carried out by local design groups. We created a bespoke typeface, Ljubljana Bold, with Henrik Kubel from A2/SW/HK.

‘The Ljubljana Brand Development strategy was already in place and made it clear that, “Ljubljana, both as the capital of a state and a tourist destination, lacks a clearly defined and strong consumer-orientated umbrella brand”. This strategic work paved the way for a creative brief, with the John Morgan studio appointed to develop a visual identity strategy to support the brand research. It was a bold and progressive move for Ljubljana to appoint designers from outside their own country and to work with a small scale, design-led practice. Increasingly, graphic identity work on this scale goes to large corporations and in turn the visual suffers when focus groups and committees rule the eye. Ultimately, a visual identity should be about what you are, not what you say you are… The visual identity guidelines are one part of a comprehensive branding and marketing programme being developed to create a strong and recognisable brand for the city of Ljubljana. The effectiveness of any visual identity is dependent on how well it is used and on its attention to detail. Looking forwards, a fully integrated communication system with a distinctive photographic style needs to support this new identity. Although our involvement has been limited to the production of guidelines, as implementation is being made by local design groups, we hope to have an excuse for visiting Ljubljana again and look forward to seeing the first results of the applied identity.’ (John Morgan, extract from Kongress magazine, 2007)