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The Warsaw Voice » Special Sections » November 3, 2014
Poland - Meetings Destination
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Campaign Aims to Select New Logo for Poland
November 3, 2014   
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A new logo intended for use in campaigns promoting Poland and Polish brands will be selected from three designs in a nationwide online poll launched Oct. 14.

All three proposals for the logo depict a red spring—the aim is to depict Poland as a country full of creative tension.

The poll, at www.logodlapolski.pl, ran for two weeks. The new logo is intended to be used in all kinds of promotional campaigns aimed at strengthening the image of Poland and Polish brands abroad, according to the Ogilvy Brand Consulting company, which organized the poll.

Over a decade ago, British branding expert Wally Olins, owner of the Saffron Brand Consultants advertising agency, came up with a concept for the “Poland brand” and the catchphrase “creative tension.” Olins worked for many countries and international organizations and was involved in promotional campaigns for Spain, Portugal, New York City and London. He died in April this year at the age of 83 and the logo he designed for Poland was his last project.

Maciej Kla¶, senior strategic planner at Ogilvy Brand Consulting, said that Poland lacks a strong brand in many areas. “You can get the impression that Polish enterprises are reluctant to label their products as Polish because they do not benefit from that in any way.”

The idea to select a new logo for Poland, fund it in its entirety and then allow and encourage the government to use it came from private business associations. The campaign for the logo also involves Poland’s Foreign Ministry. The Warsaw Voice is a media partner of the campaign.

The poll winner will be announced Nov. 3.
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