Vítem měněná vizuální identita výstaviště Praha

Prague - Prague Exhibition Grounds in the seventh district is changing its visual identity. The new visual style with the slogan "At the Exhibition Grounds" will be reflected in the navigation within the area, external and internal communication, as well as in promotional materials. The authors are a trio of designers Tereza Hejmová, Štěpán Malovec, Martin Odehnal, who won a design competition. The spokesperson for the Exhibition Grounds, Jana Klapka Rechlíková, announced this today. The Prague Exhibition Grounds company is owned by the capital city, which leases the area in Bubeneč to it. It was built in 1891 on the occasion of the Jubilee Regional Exhibition.

"The Prague Exhibition Grounds is a multifunctional area. Each event has its style and content, each is aimed at a different group of visitors, but they all take place here at the Exhibition Grounds. This is why we decided to seek a common line, a visual style. We feel the need to turn the Exhibition Grounds into a brand that is clearly identifiable at first glance, and that will underscore the overall transformation that the Exhibition Grounds is undergoing," said Chairman Tomáš Hübl.

According to the winners of the competition, the word exhibition grounds is rather marginal due to the transformation and future function of the area, and does not reflect its essence and scope. At the same time, it is a well-established term. "Our aim is to make the original name local by simply adding the preposition 'at'," stated the winners.

According to marketing director Milena Mauricová, the visual is simple, yet clear and distinct. "It can be worked with very well, allowing for use in various tones of communication, from more serious to lighter with humor. At the same time, we realize that the smaller our budget for supporting events and advertising is, the more distinctive and clearer communication style we need," she said.

The new logo and visuals emerged from a two-round competition announced at the beginning of this year. Eight designers and studios participated in the first round, three designs advanced to the second round. The so-called sketch fee for the winners was 40,000 crowns. The winning trio will now gradually overhaul all visual presentations of the Exhibition Grounds. The maximum price for all contract components will be 750,000 crowns.

Last year, the Exhibition Grounds invested more than 130 million crowns in improvements to the area. New sports facilities were created in the lower part, and the area has been connected with Stromovka. Renovated restaurants opened, a gastro pavilion was created, and the first part of the renovations of the Křižík Fountain was completed. This year, in addition to the Křižík pavilions, the renovation of the Spirála Theater is planned, and the completion of the Industrial Palace is set to begin.

The company had a profit of 35.23 million crowns last year, which is about five million more than the previous year. The company's basic capital is 104.77 million. Due to the coronavirus, the company’s management expects a decrease in performance this year in the range of tens of millions of crowns.