New visual identity for the Serbian Tourist Organisation
The new tourist brand of Serbia defines all those experiences that visitors and tourists have of Serbia. Personal impressions and experiences of those visiting Serbia inspired us in creating the new name and visual identity of the Serbian tourist brand.
Experience! Serbia is an identity suggesting a contract/duality. On the one hand, something personal, spontaneous and dynamic, while on the other, emphasising stability, reliability and tradition of Serbia as a tourist destination.
Therefore, we opted for the combination of a handwritten caption which indicates something personal and intimate, and the letters which suggest stability, strength, reliability, confidence and tradition.
The new brand is intended for the tourists who seek interesting and authentic experiences, natural beauty, as well as creative and inspiring destinations in their travel.