But if the name is relatively unknown to its audience as well, that presents an entirely different kind of trial.
“The complete, official name is almost unmemorable, even for Czech native speakers,” says Pavel Zelenka, partner at Studio Marvel, in a Design Week interview. Studio Marvel just created a new identity for SŽDC, the Czech Republic’s biggest national railways.
The designers’ elegant solution turns the Z in the client’s impossibly long name into three simple parallel tracks linked by a railroad switch. The new logo’s shape is particularly well-suited for the extremely horizontal canvas that train cars and engines present. Read more here.