Curonian lagoon is a coastal water body which is separated from the Baltic Sea by the Curonian Spit. The southern part belongs to Kaliningrad region of Russia and the other one to Lithuania. Curonian lagoon region has preserved its social and cultural significance and is rich in plenty of unique natural and cultural traits.
From 16th century Curonian coast was mainly inhabited by Kursenieki (Kuršininkai in Lithuanian) – a Baltic ethnic group nearly extinct today. These local communities had to adapt to the natural environment which was mainly surrounded by water. That’s why fishing was the meaning and basis of their lives, heavy, often frustrating daily labour. Generally speaking, their lifestyle was very distinctive with its own traditions, beliefs, superstitions, and even unique food.
What needs to be created?
Unified brand element / logo of the Curonian Lagoon region (Lithuania).
What should the brand element look like?
The logo must be recognized and well-understood to the majority of the participants in the tourism ecosystem, Curonian region communities.
Who is going to use the logo?
Tourism marketing association, Lithuanian resorts’ association, Curonian region business entities, education and science institutions, tourism services’ providers and communities.
What is the purpose of using the logo?
To promote tourism and fishing exhibitions, fishing ports, fish markets.
What is the goal of a unified brandmark creation?
Unified brand of the region will help to distinguish it among other regions/institutions, will help to form an integral identity, to ensure the coherence of the tourism goods and services offered, and to ensure their visibility and successful marketing.
First of all, I would like to mention that Curonian Lagoon Region (Silute in particular) is my homeland so this project was very special to me and remarkably close to heart.
Logo. So, my challenge here was to puzzle out, what specific object(s) could represent the whole Curonian lagoon region the most successfully. There are many distinct ethnic heritages left by Curonian people. However, after various explorations along with sketches, an illustrative logo consisting of a few stylized elements that are very important and characteristic of the Curonian coast was finally selected.
In the end, the logo consists of such elements:
The fresh, contrasting typical of this region colour palette and rounded shapes of forms and lines are chosen to create a warm, playful, friendly, inviting and energetic atmosphere.
Brandbook. I also prepared brand guidelines to explain Curonian Lagoon regions’ visual identity and demonstrate brand standards, which will help the participants in the tourism ecosystem, Curonian region communities, present the brand consistently and clearly. The brand book covers: