New branding for ZTM Warsaw

In the framework of its operations for the popularization of visual culture and branding in Poland, Bakalie Branding Studio has prepared two visual identification proposals for the ZTM brand. A presentation with design proposals was relayed as a holyday gift. According to the authors’ concept, this design is to draw attention to the branding phenomenon and present ZTM Warsaw employees development possibilities for the company.

The first proposal shows how through minor redesigning procedures it is possible to make a more user friendly brand out of ZTM, as well have it represent such values as: dynamism, reliability, security, comfort and modernity. As a result of integrating of all elements of the system into one whole, the visual communication of ZTM becomes clear and coherent. At the same time, changes in the graphic layout contribute to the clarity of boards, maps and printed materials. Modifications implemented in the logo make it more dynamic, rejuvenate it and grant it a warmer reception. New ticket designs make it easier to ready necessary information and thanks to directional arrows it is easier to properly validate them. Symbols informing about tram and bus stops, as well as subway stations are stylistically uniform, which facilitates their identification. Time tables and line diagrams make it easier for travellers to chose their means of transportation. The authors have designed the system in such a way as to have the passengers identify themselves with ZTM and be proud to use the public transportation system. The slogan “Change transportation to public” is to additionally encourage them to use the public transportation system.

The second project deals with how far in the scope of effective and bold branding can the ZTM brand go. It is a modernistic presentation of a composition of graphic and typographic elements in a clear manner. In the project, three basic printing colours were used: magenta, cyan and yellow, as well as a number of geometric shapes refereeing to the urban lifestyle and graphic design of the ‘90s of the 20th century. This coherent visual information system will make it easier and more pleasurable to commute around Warsaw using public transportation. The new logo has been designed from scratch and is the key to new visual communication of the brand. Connection diagrams and timetables have been designed in such a way, so that no one would have problems with their interpretation. New ticket and monthly passes designs were prepared. Their layout and available information are clearer, as in the case of connection diagrams and timetables. As in the case of the first system, a uniform set of signs was prepared. Additionally, a humorous slogan was prepared: “I’ll take your place”. No decision concerning the implementation of either of the presented system was yet reached. The designs will be analysed in detail by the ZTM marketing division.

Bakalie for Totalizator Sportowy

Bakalie Branding Studio has designed posters for three coming consecutive editions of Zakłady Specjalne (Special Bets) of the Totalizator Sportowy lottery. Bakalie Branding Studio was chosen for this purpose following a contest.

Totalizator Sportowy is the largest company dealing with games of chance and lotteries in the Polish market. It is a company of the State Treasury. The Zakłady Specjalne lottery is quite unique among TS products, since all profits are donated to charity and significant social causes. The first drawing of the Zakłady Specjalne lottery took place in 1976. The lottery is held on occasion, a few times a year.

Bakalie Branding Studio has prepared a slogan and designs of posters which are to encourage people to participate in coming Zakłady Specjane lottery editions held in autumn, on St. Nicholas’s Day and Christmas. The action is aimed at building of the Totalizator Sportowy brand image, as a brand socially aware and participating in charitable activities.



Poster designs include photos of children and graphics depicting drawings of children. These elements emphasise the positive nature of the campaign. The authors made sure that the values of the Zakłady Specjalne brand are communicated clearly and effectively.

European Union and Combating Discrimination

Results of the “European Union and Combating Discrimination” 2007 European competition, Bakalie Branding Studio in competition jury.
“Ban on discrimination in the European Union” is a competition announced on July 30, 2007, in the middle of the European Year of Equal Opportunities for All, by Franco Frattini, Vice President of the European Committee and European Commissioner for Justice, Freedom and Security.
Children and youth from European Union countries, aged 12 to 18, participating in the competition, had time until October 31, to send in their posters illustrating the idea of combating discrimination in the European Union. All posters will be judged at the national level, then the best works from participating countries will be judged at the European level. Results for the Polish edition will be announced on November 20.
At the invitation of Róża Thun, Head of European Commission Representation in Poland, Bakalie Branding Studio was asked to join the jury. The Studio will be represented by Magda Małczyńska-Umeda.

Reality is not enough.

Recently, the Second Life internet platform, widely described in the media, has become a true phenomenon. When visiting this website, we can become a true member of the virtual world society. Linden Labs, project creators, have formed a reality based on computer games and the real world. There, internet surfers from all over the planet have created a society imitating real life. When developing a new personality, we can become whomever we like and behave in a manner which would often not be acceptable in reality.
However, if Second Life is to truly offer another option of existence, it has to take various brands into consideration. And this is what interests us from the standpoint of branding. Practically all major brands, such as BMW, Mercedes-Benz, Reuters, IBM, as well as many smaller ones, have already found a place in SL. There, they set up company showrooms, offices and entertainment centres modelled after their real counterparts, often for the purpose of testing new products and services.

In Poland, the Play mobile operator set out to win influence in Second Life, “Przekrój” magazine opened its virtual editorial office and various media houses are launching their branches, in order to sell ad space in virtual reality. And the possibilities are undeniably very large. A good example is the third part of the “Grand Theft Auto” (GTA III) computer game, where so much advertising space is going to waste.

Computer game publishers have already drawn the right conclusions and stared selling advertising space in their newest productions. This seems to benefit both the players, who find games more realistic, and branding, which has a new field for development.

Branding for Poland.

Our country is undertaking attempts to promote itself in the world, however unfortunately these actions bring on various results. We would like to get to know your opinions and comments concerning the issue of branding for Poland. Maybe the advertising spot broadcast on BBC and CNN will make you more familiar with this issue.

Puszków brand case study.

From stereotypes to a strong brand.
In the recent years, both worldwide and in Poland, the idea of brand creation of countries, cities and regions has become popular. This idea caused mixed feelings among marketing experts who did not bode it much success.



They held on to the believe that the image of a country as a brand will be perceived only at the level of stereotypes and common beliefs. Such a way of thinking also assumed that a country or city is able to develop its image only through specific political, social and economic actions. Reality proved to be completely different. Such countries as Australia, Spain or Singapore have been able to create a credible and advantageous image of their countries as brands. It has become clear that a strong brand of a country is a strategic product on the market.
Until recently, in comparison with other Western European countries, Spain was considered to be backward. Now, thanks to an effective branding strategy, it created a strong brand of a rich country, open for other cultures and with favourable grounds for investments. This success was invaluably influenced by a skilful connection of promotional campaigns with large events organised in Spain, such as the Olympics in Barcelona in 1992. On the other hand, Singapore, as a result of its 2003 promotional campaign, was recognized as an international trade and business centre in Asia.




In the opinion of many experts, an example of effective creation of a city’s image as a brand is the German capital, Berlin, and its symbol of the bear. One cannot deny that the city has interesting history and that it brings about many associations. This creates many possibilities for the development of the brand, but the key to success turned out to be the cohesion of messages directed to the recipient and although the Berlin brand strategy draws from many sources, it remains clear. Another factor which positively influenced the effectiveness of promotional actions was the engagement in the project of artists from practically all countries of the world.
Our country is also promoting itself in the world. It has set itself a task of developing a recognizable brand. TV commercials aired on Western television, Polish culture festivals and a number of other promotional actions are aimed at presenting Poland as a modern country, which is not afraid to draw from its rich tradition and history. The coming years will prove, whether such actions are effective. A larger diversity of strategies and approaches to branding may be seen in the actions of Polish cities.
Officials from Cracow, Gdańsk or Warsaw perfectly understand that the current market situation requires them to reach decisions which would help to distinguish their city in the battle for new investments and financing sources. For promotional purposes, Cracow is using its numerous monuments, Gdańsk is associating its brand with the legend of “Solidarity” and political changes, Wrocław presents itself as a perfect place for investments. It seems that large cities do not have a problem with finding unique values which are to distinguish them among other cities. Well, what is the story with smaller cities?
Pruszków is a city around which many negative stereotypes have been formed and due to its geographical location, it remains in the shade of Warsaw, however this does not stop it from the building of its own brand. A promotional campaign under the slogan “It’s time for Pruszków” has been launched. It is organized by our branding agency, Bakalie Studio Brandingowe. So far, in the framework of cooperation with the city’s Promotional Office, and image-informational folder has been prepared. Its aim is to present a true picture of the city and a campaign logo inspired by the dynamics of developmental actions, as well as to invalidate the various stereotypes.



The folder describes Pruszków’s biggest advantages in a clear and intelligible manner. It presents a picture of a city which not only has justified ambitions of becoming a respected brand but also, what’s more important, has the necessary potential to do so. On the visual side, it is also a beautiful photo album. Pruszków is a city exceptionally active in economic terms. It is a leader among independent research facilities in terms of investment attractiveness and development potential. This can be ascribed to joint efforts of local entrepreneurs and city authorities. There are many reasons for which to invest in this city, starting with an advantageous geographical location, ending with extensive infrastructure. Being the second largest city in the Warsaw conurbation (55 thousand citizens), it wants to base the image of its brand on three pillars.
The first one is infrastructure which the city offers to all those who want to visit it. The location of Pruszków near important communication routes connecting the capital of Poland with the western parts of the country and Europe is it undeniable advantage. Construction of the first covered cycling track in Poland is underway. Furthermore, among others, a railway container terminal and trans-shipment terminal for trucks are available.
The second pillar in image development is connected with the creation of favourable conditions for investments for companies by city authorities, which is a positive development, rarely seen in the Polish market in practice. As one of few districts in Poland, the Pruszków district received a “Transparency Certificate” which guarantees the clarity of procedures and non-tolerance for corruption.
However, the third pillar is connected with protection of the environment, culture and history. Within the city there is a protected landscape zone, where various cultural events are held, such as the “Concertos at the Orangery” piano festival. An interesting fact in the history of the city is the existence of the oldest Polish Majewski’s pencil factory, which stared operation in 1889.
Pruszków wants to promote its image with determination. Present and future actions connected with the development of the Pruszków brand constitute a unique case study which is worthwhile to track personally, since it could provide those interested in the branding of countries and cities with many valuable hints.

Alix, welcome in Bakalie!

We would like to present to you our new trainee Alix Bėrard, from the Paris Ėcole Intuit lab. Alex will be working with us and getting to know our country’s culture for the next four months.



One of Alix’s interests is making photos of faces. Here is a sample of his skills.

Bakalie in Cieszyn.

Our exhibition at the Cieszyn Design Centre is over. We would like to thank all those who took the time to see our works. We are convinced that our designs have made you more familiar with the concept of branding, something which we deal with everyday. It seems that enthusiasts of quality design have found something to their liking, which high attendance at our vernissage and high interest of media connected with art in our exhibition seemed to prove. One can find reports on our presence at the castle, among others, at such Internet sites devoted to applied art, graphic design and culture, as: rzeczy.net, independent.pl, silesiakultura.pl.

We would like to thank and give our best regards to all those, who made the exhibition possible.

Preview today!

We would like to invite you to an interactive exhibition of Bakalie's artistic oeuvre, held at the Cieszyn Centre of Design. Today, at 6 pm, a preview will be held, preceded with a 2-hour-long workshop for children, staged by Magda, Ela and Karol. See you in Cieszyn, where oranges, nuts and dried fruit, cookies and other delicious ideas will be waiting for you.

www.zamekcieszyn.pl

Bakalie in PRINT magazine.

The prestigious New York bimonthly Print magazine, dedicated to visual culture and design, presented the best European designs. Bakalie have been distinguished for their Advertising Creators Club catalogue and the CSR report for Danone.
In the Advertising Creators Club catalogue the best 2005 advertising art design are published. In Danone’s CSR report, Danone’s CSR philosophy and actions in Poland are presented. The jury of the Print’s European Design Annual 2007 included: - Julia Hasting, design director of the New York Phaidon Press, member of Alliance Graphique Internationale; Toby Southgate, managing partner at Third Eye Design, independent brand consultancy company with studios in London, Glasgow and New York; Jakob Trollback, President and Creative Director at Trollback + Company, multi prizewinning company specializing in branding.

Judging in progress

EULDA 2007 - The European Logo Design Annual is a prestigious graphic contest during which the most interesting European graphic sings created in 2006 are selected. The Jury is composed of 30 people, 10 of which are professional designers, 10 representatives of clients and the final 10: recipients. On the designer Jury we have Ela Skrzypek, the founder and co-owner of Bakalie. This untypical, three-stage evaluation method provides an effective testing method for logotypes and is a source of various points of view connected with the given project. A logotype selected in such a way is guaranteed to be successful.
In the case of this edition of the competition, as many as 851 logotypes from around the world were entered.

EULDA

Friday, May 18th, was the deadline for sending in designs for the best 2006 European visual identification competition. EULDA, The European Logo Design Annual, is a prestigious competition, the jury of which is composed of three groups: marketing directors, the audience and professional designers. Among the members of the last group one will find Ela Skrzypek, the Bakalie cofounder and partner.