Łask is introducing a comprehensive graphic system to unify the commune’s communication, emphasise its tradition and community character. It is not just a new logotype, but a coherent set of visual tools, visible both in promotional, information and advertising materials. The project was created at PROSZKI studio.
Why the change?
The previous logo, although well known to residents, did not keep up with the demands of modern communication. It was illegible in small formats, the horizontal version was missing, and the colour scheme did not reflect local traditions. What’s more, it functioned in isolation from any visual identity system, making it impossible for the municipality to consistently present its identity.
The new identity was created in direct dialogue with the local community. Designers from PROSZKI studio met with representatives of the cultural world and non-governmental organisations, surveyed local residents and visited Łask to learn more about its specifics. Thanks to this approach, the result corresponds to the needs and aspirations of the residents.
The starting point for the project was the letter ‘Ł’ – the initial for the town and commune. The signet combines geometric forms symbolising infrastructure and development with organic shapes alluding to nature, recreation and social life. It also shows the unique structure of Łask and Kolumna (part of the town of Łask, formerly an independent village), connected by the meanders of the Grabi River.
Colours rooted in tradition
The palette is based on timeless black and white, which introduce elegance and legibility. They are accompanied by colours inspired by Sieradz costume – turquoise, navy blue, deep red and beige. This range allows Łask to stand out from other municipalities, while at the same time referring to its local heritage.
An integral element of the system is the slogan “Łask. I live here. Łask. Invest here. Łask. Here you will rest.” The repetitive structure of the phrases was framed by a graphic form alluding to the meanders of the Grabia River, which reinforces the message and the visual consistency of the materials.
The rebranding will be carried out in stages – new elements of the visual identity will gradually appear in the urban space and online. on 17 September, the Łaski Cultural Centre hosted a conference entitled ‘Creativity for Culture III’, during which PROSZKI studio presented the process of creating the project and discussed its assumptions.
Scope of the system and role of the coat of arms
The new system covers materials such as business cards, letterheads, billboards, posters, promotional gadgets and social media templates. The municipal coat of arms remains reserved for official ceremonies, while the logo has a promotional and marketing function, facilitating communication with residents, tourists and investors.
For Łask, the new visual identity is a tool that allows us to clearly show who we are and the direction we are heading in. We want every element, from the logo to the slogan, to reflect our history and contemporary aspirations,’ emphasises mayor Monika Mrowińska.
In the following weeks, the municipality should develop a detailed logo book and guidelines for officials and partners, hold workshops for employees to smoothly implement the new system in everyday communication, and organise an information campaign for residents. Monitoring the effects of the rebranding through surveys and social media analysis will allow the effectiveness of the changes to be assessed, while further expansion of the system with dedicated themes for cultural and investment events will deepen its impact.
design: PROSZKI studio
source: Łask Municipal Office
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