SPINDLER'S MILL'S NEW VISUAL IDENTITY

A shared visual identity will bring together the town, the ski resort and other local organisations.

Špindlerův Mlýn has unveiled a new visual identity designed by OBA Creators. The starting point for this was the shared conviction of the town and the ski resort that Špindlerův Mlýn itself is the strongest brand in the entire area. The two most significant players in the area have therefore decided to unify their previously fragmented communications and create a shared visual system that can also be used by other local organisations. This marks the emergence of an exceptional collaboration within the Czech context, aimed at strengthening the destination’s brand as a whole.

Until now, the communication strategies of the various entities in Špindlerův Mlýn had taken many different forms. The town, the ski resort and other organisations each used their own visual language, even though they are united by the same location and its name. It was precisely this realisation of the value of a shared brand that marked the beginning of the collaboration between the town and the ski resort on a new visual identity. Both partners agreed on a joint approach to the new creative concept and are now presenting the result: a visual identity designed to unify and streamline Špindlerův Mlýn’s communications, making them more recognisable to both local residents and visitors.

From the outset, this collaboration has aimed to extend beyond these two partners. “The new identity lays the foundation for the wider involvement of other organisations operating here in Špindlerův Mlýn. They will be able to use it in their own communications. A shared visual language will allow everyone to retain their own character whilst strengthening the brand of the place of which they are a part,” said Martin Jandura, the town’s mayor, during the presentation of the resort’s new visual identity.

Among other things, the inspiration came from overseas destinations that have already followed a similar path. One example is Innsbruck in Austria, where the city, the city’s marketing department and the tourist organisation have long been developing a shared umbrella brand. A unified communication strategy links Innsbruck and the region with around 40 surrounding municipalities. In Špindlerův Mlýn, too, the new identity is underpinned by the idea that a unified and clear presentation of the destination can support everyone who operates there. Here, too, the Tourist Board – a platform bringing together the local authority and local businesses – has been working intensively throughout the process to create the visual identity and plan its implementation.

Špindlerův Mlýn’s new visual identity

Špindlerův Mlýn’s new visual identity is based on the theme of connection. The town lies between two valleys, which together shape its character, and the place itself is a natural meeting point – between town and mountains, locals and visitors, sport and relaxation, tradition and the modern mountain resort. With the resort’s continued development and the linking of its ski areas, this idea is becoming even more pronounced. The new visual system also carries this concept into communications, creating a shared visual identity for the town and the Špindlerův Mlýn ski resort.

The identity is based on a distinctive typographic principle that plays on the interplay between solid shapes and the space around them. At the centre of the name, the combination ‘IN’ appears, which subtly references Špindlerův Mlýn’s location in the heart of the Krkonoše Mountains. A key detail of the logotype is the letter ‘N’, which emerges from the space between neighbouring letters. Here, negative space functions not merely as an optical effect, but as an active structural element of the logotype, which is reflected throughout the entire visual system. The notch also resembles the outline of an open door and plays on the idea of Špindlerův Mlýn as a gateway to the Krkonoše Mountains, a place situated at their very heart.

The geometry of the logotype is subsequently reflected throughout the entire visual system. The characteristic quarter-circle elements derived from its design function as independent graphic motifs and create the identity’s own language. One of them represents the town, the other the ski resort. Both parts thus acquire their own recognisable character without being visually separated from one another. They are based on the same principle and together form a single whole.

It is precisely this ability to unite whilst distinguishing between them that is one of the fundamental principles of the new identity. The town and the ski resort have different needs, content and ways of communicating, but they share one location, one brand and a common visual foundation. The identity therefore does not create two parallel worlds, but a single system capable of responding naturally to the character of both parts of Špindlerův Mlýn.

Distinctive typography, a clear colour palette and simple geometry play an important role in the system, ensuring that the communication is contemporary, confident and easily recognisable across various formats. The visual identity is designed to work across a range of media, from small printed materials and signage through to outdoor advertising, digital environments and motion design.

The result is a flexible and enduring visual system that draws directly on the character of the place. It unites the different facets of Špindlerův Mlýn into a single shared visual world, without suppressing their individual character.

Špindlerův Mlýn’s new visual identity comes at a time when the local ski resort is undertaking the largest investment project in its history: the project to link the Svatý Petr and Medvědín ski areas.

“Our construction project marks the start of a new era for Špindlerův Mlýn, which is why we are today creating a shared visual identity for the ski resort, the town and other organisations. We are investing in infrastructure, technology and the overall running of the resort, including communications. We want Špindlerův Mlýn to present a unified image to the outside world. A single mountain resort needs a single identity,” says René Hroneš, director of the Špindlerův Mlýn Ski Resort.

Source: Špindlerův Mlýn press release