By Muhammad Sohail
On July 16, 2025, the government approved a proposal for a new unified visual style of state administration. The aim is to unify the current fragmented visual communication of institutions, increase clarity for citizens, and strengthen the credibility of the state both externally and internally.
Today, there are 31 central state administration bodies in the Czech Republic – each with a different logo, colors and presentation style. This complicates citizens’ orientation, reduces the credibility of the state and increases costs. The new visual style brings a unified system for authorities – from the logo to typography to the appearance of official documents and state websites.
“This is the first time in history that the Czech state will have one understandable and recognizable “face” – across ministries and offices. Today, each office communicates differently. It has a different logo, different colors, a different style. It is unclear and sometimes confusing. A unified visual style will significantly clarify the situation,” said Prime Minister Petr Fiala, adding that the unification of the visual identity will also bring significant savings to state administration.
The new style was created by the renowned Najbrt studio following a public competition. Its design is based on a small state emblem – which features a white, or rather silver, two-tailed lion as an ancient symbol of Czech statehood. This approach was recommended by the expert guarantor as the most heraldically and practically appropriate.
However, a unified visual style is not only important for domestic communication. According to the Foreign Minister, whose department was in charge of the project, it is also essential for the presentation of the Czech Republic abroad. “Imagine that a foreign partner communicates with five Czech institutions and each of them has a different logo. The result is confusion and doubts. In modern diplomacy and foreign marketing, a credible visual identity is an essential part of state communication,” said Minister Lipavský.
All developed democratic countries today have uniform visual systems. The United Kingdom, Sweden, the Netherlands and Germany use a uniform style across ministries and offices. The Czech proposal thus ranks alongside the standards common in Western Europe and strengthens the readability and credibility of the Czech Republic on the international stage.
The design includes not only the logo, but also the entire system of rules for official printed materials, electronic outputs and the digital environment. The unified visual presentation of the state follows the ongoing unification of the state domain presentation with the unified state domain ending gov.cz or the central design system of state administration.
The costs of preparing the design and methodology amounted to three million crowns. The new system is expected to bring long-term savings thanks to the sharing of outputs, a unified web design and a reduction in the costs of repeated orders. “A unified visual identity is not just about design. It is an important step towards the state appearing as a whole – credibly at home and in the world,” concludes Minister Lipavský.
