Slovakia, a beautiful country, rich in diversity. Its variety is fully characterised not on-ly by its nature, traditional folklore and dialects, but at the same time by ourselves, its people. Whenever we think of what Slovakia means to us, what describes it most precisely, or how we would like people from abroad to perceive Slovakia, we get a wide range of responses. The result is that just as varied as Slovakia is, so is our perception of our own country, culture, its history and also the perception of our-selves.

Completed professional studies, expert brainstorming, national and international eval-uations and public perceptions indicate that Slovakia represents, for each of us, a set of relatively wide ranging "smaller" characteristics. Our idea of Slovakia is formed through its interconnections and possible combinations.

When thinking about, what Slovakia is actually like, we therefore do not find one strong, unifying IDEA that would have exceeded all others. On the contrary, we dis-cover a wide range of diverse ideas, each of which represents a different, original view of Slovakia. These characteristics have not yet been clearly anchored by a common element that would coordinate them and create the effect of synergy.

Available studies suggest that the strongest perception of overlapping positive attrib-utes characteristic for Slovakia exists in the key properties: DIVERSITY, INGENUI-TY, VITALITY and AUTHENTICITY. In other words, most of all we feel like ingenu-ous, vital and authentic people, positively perceiving the diversity of their country. These characteristics form the points of contact, which represent the potential base of our country. This especially lies in the creativity that is understood as applied im-agination, intelligence, ingenuity and ability to learn on the go. In this spirit, Slovakia is perceived as a country in development, an authentic country, a country of con-trasts, as a concentrated Central Europe, a country of innovation, capable of adapta-tion, as a country of interesting people and positive surprises.

The process of building a "country brand", the so-called branding, is a story that the country itself tells to the outwards, and it is as important as what the country truly is (what it represents, promotes, produces and sells). Until now, we have lacked an at-tractive, simple yet a true statement for Slovakia, sort of an informative abbreviation which would clearly represent the whole country to the inside and outside.

In order to be able to distinguish itself from other countries and still remain memora-ble in a positive sense, Slovakia as a „brand“, needs a strong and credible single IDEA. An idea easy to remember, which would speak for us so as to preserve the unique status of credibility and honesty in ourselves, as well as to all those, who come into contact with Slovakia. An idea daring enough to enable spreading a posi-tive charge and at the same time be valid for all levels of presenting Slovakia.

When looking for it, it was important to realise that Slovakia is not only a beautiful open-air museum of folk culture. In addition to traditional specific characteristics which have already been mentioned many times, there is something that has a stronger potential to develop the story of Slovakia as a modern country. Diversity, in-genuity, vitality and authenticity… Or more specifically - cultural heritage, folklore, art, successful sportsmen, skilled and creative people who can fight tough and are not afraid of challenges... - behind all the previously mentioned, always stands their original thoughts and ideas. Exactly these represent the opportunities and therefore our greatest potential for the future. 

For the future direction of the story of Slovakia, its "software" is essential in particu-lar, its human potential, ingenuity and energy because successful is only the country that has creative potential. Slovakia can become known as a place and an environ-ment that encourages the exchange of ideas and enables them to be turned into acts, products, services and innovative solutions.

Educated and creative people, start-up communities, creative ideas (the flying car) and technology at world level (Eset, Sygic). All these good ideas go hand in hand with education and the building of a knowledge-based economy. Also, from this per-spective, Slovakia is a country of THOUGHTS and IDEAS.
And not only that; Slovakia is a country of good ideas. So at the very beginning of the story of Slovakia as a modern country stands „good idea“.

Slovakia is a GOOD IDEA. Whether in terms of discovering the country by foreign visitors who will say to themselves that visiting Slovakia might be a good idea (to discover Slovakia is a GOOD IDEA), in terms of investments (investing in Slovakia is a GOOD IDEA) or as a country that exports GOOD IDEAS and progressive technolo-gies. Equally important, however, is that the people in Slovakia would also identify themselves with such a presentation of their own country. Because we really have a country with potential, which in particular we should become fully aware of.
A good idea is a starter and motivation within the country - promoting talents, creat-ing people's own ideas, innovations, start-ups, entrepreneurship activities, self-employment. IDEA is a shift from the "assembly shop" to people's own creativity.
And in terms of the Slovakia Brand, the outward presentation is, of course, the most important - Slovakia as a GOOD IDEA. Thanks to this unifying idea that stands be-hind all the basic characteristics of our country, Slovakia may become recognisable abroad, among other countries. We are buildng an attractive, credible and dynamic image of Slovakia. The aim is to cause positive connotations by mentioning it.

The textual representation of this idea - the slogan - is inseparable from the logo itself - the visual symbol of the Slovakia Brand. We have created an integrated log-otype - a brand that is also a story, that by its form and its content reflect the com-plexity and DIVERSITY of Slovakia as an AUTHENTIC country bursting with VITALI-TY and the INGENUOUSNESS of its people.

The communication slogan:

GOOD IDEA
SLOVAKIA
~
DOBRÝ NÁPAD
SLOVENSKO

From the formal point of view, the Slovak tricolour, situated on the blue colour base, which itself is usually associated with imagination, inspiration, wisdom, and intelligence, symbolically also forms a part of the logotype.

Since the basic visual element of the design is typography, we have chosen the au-thentic author's font from one of the world's leading creators of typefaces - Peter Biľak - who also represents the best of Slovakia and is the holder of the Goodwill Ambas-sador award, granted by the Ministry of Foreign and European Affairs of the Slovak Re-public. 

Peter Biľak's HISTORY typeface family is in itself an avant-garde, conceptual work, a sys-tem that is a combination of 21 individual styles, allowing the creation of countless varia-bilities of expression and thus simultaneously conveying the idea of diversity, vitality and authentic ingenuity from Slovakia.

Moreover, its modern form represents a direct reflection of the ideal proportions of the Roman Caps, the font also used in the inscription on Trenčín Castle Rock, which comes from the Roman period. This motif emphasises the interconnection of modern and histor-ical aspects, and in the conceptual story of the Slovakia Brand, it nicely underlines the symbolism of diversity and rich cultural tradition, the roots of which go back historically beyond the period of the ancient Romans.

The Conceptual Story of the Slovakia Sub-brands

The sub-slogan intended for the area of tourism

In addition to the traditional attributes of Slovakia (nature, cultural heritage, folklore, arts, geographic heart of Europe, etc.), which are quite often mentioned, there is something more, which has a strong updating momentum and potential to develop the story of mod-ern Slovakia.
Behind the basic major features of Slovakia (diversity, ingenuity, vitality and authenticity), there are original thoughts and ideas. In particular these represent the opportunities, fe-rocious vitality, ambition and a positive setup – therefore the greatest potential of Slo-vakia for the future.

The background story of Slovakia as a modern country, stands the „claim“- GOOD IDEA. For Slovakia is a country of good ideas.

A good idea is an information shortcut, attribute, which not only aims to attract, it is also in a true, whilst simple way, characterising the entire country to the outside and inside.
In terms of the long-term brand building process of Slovakia, external presentation – Slo-vakia as a GOOD IDEA - is extremely important. Through this unifying thought that char-acterises contemporary Slovakia in a playful, simple form, our country may become rec-ognisable and memorable abroad. This helps to create an attractive, credible and dynamic image of Slovakia. GOOD IDEA is also a thought applicable to all levels of presentation of Slovakia.

The sub-slogan intended for the area of tourism should speak about coming to Slo-vakia as an equally good idea to foreign visitors, as well as a good idea to spend a holi-day at home for Slovaks.

Nature and landscape, cultural monuments, typical gastronomy served in contemporary style, unique traditions, remarkable folk architecture, wine tours, hot springs, fun in the water and on the snow. These are not insignificant perks that allow spending a relaxing, active or sightseeing holiday equally to both domestic and foreign visitors in Slovakia. Simply put, spending holidays in Slovakia is a good idea and that is exactly what we have expressed in the sub-slogan for this segment.

The communicational slogan for the area of tourism arose from the interconnection of travel (holidays) and Slovakia by means of the preposition in, which enables the linkage of all of the above mentioned meanings. To this simple collocation we then associate the thought of a Good Idea. 

The sub-slogan intended for the area of foreign investments

In addition to the traditional attributes of Slovakia (nature, cultural heritage, folklore, arts, geographic heart of Europe, etc.), which are quite often mentioned, there is something more, which has a strong updating momentum and potential to develop the story of mod-ern Slovakia.
Behind the basic major features of Slovakia (diversity, ingenuity, vitality and authenticity), there are original thoughts and ideas. In particular these represent the opportunities, fe-rocious vitality, ambition and a positive setup – therefore the greatest potential of Slo-vakia for the future.

The background story of Slovakia as a modern country, stands the „claim“- GOOD IDEA. For Slovakia is the country of good ideas.

A good idea is an information shortcut, attribute, which not only aims to attract, it is also in a true, whilst simple way, characterising the entire country to the outside and inside.
In terms of the long-term brand building process of Slovakia, external presentation – Slo-vakia as a GOOD IDEA - is extremely important. Through this unifying thought that char-acterises contemporary Slovakia in a playful, simple form, our country may become rec-ognisable and memorable abroad. This helps to create an attractive, credible and dynamic image of Slovakia. GOOD IDEA is also a thought applicable to all levels of presentation of Slovakia.

The sub-slogan intended for the area of foreign investments should reflect the basic idea, which says that investing in Slovakia is a good idea. The reason is primarily an ed-ucated and adaptable workforce, as well as the ideal location of Slovakia in the heart of Europe. Examples can be provided by successful brands that already operate in Slovakia, Such as Volkswagen, Kia, PSA Peugeot Citroën, Jaguar Land Rover and Samsung.

The communicational slogan for the area of foreign investments arose from the inter-connection of the words invest and Slovakia by means of the preposition in, which re-flects the above mentioned meaning. To this simple collocation we then associate the thought of a Good Idea.

The sub-slogan intended for the area of export

In addition to the traditional attributes of Slovakia (nature, cultural heritage, folklore, arts, geographic heart of Europe, etc.), which are quite often mentioned, there is something more, which has a strong updating momentum and potential to develop the story of mod-ern Slovakia.
Behind the basic major features of Slovakia (diversity, ingenuity, vitality and authenticity), there are original thoughts and ideas. In particular these represent the opportunities, fe-rocious vitality, ambition and a positive setup – therefore the greatest potential of Slo-vakia for the future.

The background story of Slovakia as a modern country, stands the „claim“- GOOD IDEA. For Slovakia is the country of good ideas.

A good idea is an information shortcut, attribute, which not only aims to attract, it is also in a true, whilst simple way, characterising the entire country to the outside and inside.
In terms of the long-term brand building process of Slovakia, external presentation – Slo-vakia as a GOOD IDEA - is extremely important. Through this unifying thought that char-acterises contemporary Slovakia in a playful, simple form, our country may become rec-ognisable and memorable abroad. This helps to create an attractive, credible and dynamic image of Slovakia. GOOD IDEA is also a thought applicable to all levels of presentation of Slovakia.

The sub-slogan intended for the area of export should speak about all that Slovakia is capable of offering. Innovation, adaptability, high-skills and ambition; these are commu-nication messages characterising our country in the given segment. We would like to highlight the most valuable export articles of Slovakia, which are especially their creative potential, as evidenced by globally recognised brands and the ideas behind them, such as ESET, Sygic, Pixel Federation or AeroMobil. Simply put, the ideas from Slovakia are a good idea.

The communicational slogan for the export segment arose from the interconnection of the words ideas and Slovakia by means of the preposition from, which states that these are original ideas coming from Slovakia. To this simple collocation we then associate the thought of a Good Idea.

The sub-slogan intended for the area of culture

In addition to the traditional attributes of Slovakia (nature, cultural heritage, folklore, arts, geographic heart of Europe, etc.), which are quite often mentioned, there is something more, which has a strong updating momentum and potential to develop the story of mod-ern Slovakia.
Behind the basic major features of Slovakia (diversity, ingenuity, vitality and authenticity), there are original thoughts and ideas. In particular these represent the opportunities, fe-rocious vitality, ambition and a positive setup – therefore the greatest potential of Slo-vakia for the future.

The background story of Slovakia as a modern country, stands the „claim“- GOOD IDEA. For Slovakia is the country of good ideas.

A good idea is an information shortcut, attribute, which not only aims to attract, it is also in a true, whilst simple way, characterising the entire country to the outside and inside.
In terms of the long-term brand building process of Slovakia, external presentation – Slo-vakia as a GOOD IDEA - is extremely important. Through this unifying thought that char-acterises contemporary Slovakia in a playful, simple form, our country may become rec-ognisable and memorable abroad. This helps to create an attractive, credible and dynamic image of Slovakia. GOOD IDEA is also a thought applicable to all levels of presentation of Slovakia.

The sub-slogan intended for the area of culture should speak that our country has a rich tradition and it can be associated with modernity. Through culture we can interpret the values that characterise Slovakia, such as authenticity, emotiveness or a great variety in a small area. Presently, our country offers a number of successful artists. The areas, in which they work, are really wide, from opera singing through design, fashion, architec-ture, and many more.

And of course, we must not forget the history that is reflected by our cultural monuments, castles, wooden churches, mining towns, museums and galleries. So, to experience the culture in Slovakia is actually a very good idea and that is exactly what we wanted to ex-press through the sub-slogan designated for this area. 

The communicational slogan for this segment arose from the interconnection of cul-ture with Slovakia by means of the coordinating conjunction and/&, which enables the link to our culture in Slovakia, as well as the outside of it. To this simple collocation we then associate the thought of a Good Idea.

The sub-slogan intended for the area of sports

In addition to the traditional attributes of Slovakia (nature, cultural heritage, folklore, arts, geographic heart of Europe, etc.), which are quite often mentioned, there is something more, which has a strong updating momentum and potential to develop the story of mod-ern Slovakia.
Behind the basic major features of Slovakia (diversity, ingenuity, vitality and authenticity), there are original thoughts and ideas. In particular these represent the opportunities, fe-rocious vitality, ambition and a positive setup – therefore the greatest potential of Slo-vakia for the future.

The background story of Slovakia as a modern country, stands the „claim“- GOOD IDEA. For Slovakia is the country of good ideas.

A good idea is an information shortcut, attribute, which not only aims to attract, it is also in a true, whilst simple way, characterises the entire country to the outside and inside.
In terms of the long-term brand building process of Slovakia, external presentation – Slo-vakia as a GOOD IDEA - is extremely important. Through this unifying thought that char-acterises contemporary Slovakia in a playful, simple form, our country may become rec-ognisable and memorable abroad. This helps to create an attractive, credible and dynamic image of Slovakia. GOOD IDEA is also a thought applicable to all levels of presentation of Slovakia.

The sub-slogan intended for the area of sports should speak that our country has top individual athletes, as well as outstanding teams which have the potential to bind the en-tire country by a common IDEA.  To promote Slovak sport is therefore always a good idea.  Come to Slovakia and watch any sporting event, whether it is ice-hockey, cycling, tennis, skiing, traditional sleigh runs or beach volleyball, for example, is always a good idea.

A good idea is also to enjoy a wide range of sporting opportunities that Slovakia has to offer, from winter sports in high-quality ski centres, through hiking, biking, rafting and other extreme sports to golf. It is also appropriate to present this message by means of the sub-slogan outside Slovakia, so that we can attract more foreign visitors.

The communicational slogan for the sports segment arose from the interconnection of sport with Slovakia by means of the coordinating conjunction and/&, which enables the link to all of the above mentioned meanings. To this simple collocation we then associate the thought of a Good Idea.