Črnomelj Castle – New Brand and Visual Identity

In developing tourism products, new brands are often created too hastily, without a clear understanding of their broader context. That’s why we began this project with a strategic review of the destination — analysing the existing Bela Krajina brand, the potential Črnomelj brand, and the new Črnomelj Castle brand.
We examined what the area offers to visitors and where new products could be meaningfully positioned. The outcome of the workshops was the decision to establish a new Črnomelj Castle brand that would connect the castle’s tourism offer with that of the old town centre, while the Bela Krajina regional brand would remain the overarching identity of the wider destination.

The inspiration for the new visual identity of Črnomelj Castle comes from its history, architecture, and the cultural heritage of Bela Krajina. Geometric forms, traditional patterns, and the region’s distinctive colour symbolism merge into a recognisable mark that simultaneously embodies the letters G and Č – Grad (castle) and Črnomelj. The resulting symbol is contemporary, dynamic, and layered in meaning. It captures the spirit of the place while serving as a visual foundation for a rich palette of graphic elements that define the castle’s identity across all communication platforms.

The slogan »Where Stories Come to Life« encapsulates the essence of the castle as a space where the past meets the present – a place where the stories of the town’s rich history are brought to life through experiences, events, and modern creativity.

The graphic system is built around the castle’s logo symbol and designed for creative modularity. Individual parts of the mark transform into a variety of geometric shapes that function as independent or combined visual motifs. This flexibility enables diverse yet recognisable communication – from printed materials to digital content. The visual language bridges heritage and modernity. It is minimalist yet warm, structured yet playful. Within it, one can trace the castle’s architecture, the motifs of Bela Krajina’s traditional ornaments, and the openness of the space to new experiences and stories.

The new identity came to life through a range of applications. We designed and developed the Črnomelj Castle website, prepared various advertising formats, brochures, and a digital campaign that invites visitors to experience the story of the place.
Inside the castle, we created wayfinding signage and graphic wall applications that guide visitors through the content while enhancing the ambience with a contemporary visual signature. The Črnomelj Castle will soon (opening in December) come to life as a vibrant organism where history, culture, and contemporary creativity intertwine.