Crystalex, the largest producer of drinking glass in the Czech Republic, has become a symbol of quality glass products with the Czech Republic as the country of origin. It continues the tradition of glassmaking in the Czech Republic, especially in the region now known as the Crystal Valley. It claims this heritage through trademarks with the acronym “Bohemia”, but wants to promote the Crystalex brand name more. As an optimal form, he has chosen to modernize the company’s logo and entire visual style so that the company builds its own modern identity.

The traditional blue logo is disappearing and its new design, including trademarks, appears on building signage, business cards and in the catalogue. Gradually it will also be “written” on products in the form of a laser logo, labels on glass and other business and marketing materials. It will also be part of the new website and e-shop, social networks, packaging concept, shop, sample room, outdoor signage, etc.

The current form of the Crystalex logo, consisting of a decorative font together with the oval blue-gold trademark “Bohemia Crystal”, no longer meets the demands of today’s global trade, including modern trends such as the emerging e-commerce segment and the shift of communication to social networks. Therefore, the company has come up with a new logo that is fresh and elegant. By changing the visual style, it aims not only to strengthen its market position domestically, but also to attract new customers worldwide.

The word revolution may come to mind at first sight, but it is just the opposite. All the changes have been carefully thought out. Every line and crease has a purpose and together they create a slim, elegant and confident style. There were several variations on the table, but it was still just text, but in the final form, the symbol representing the crystal crown catches everyone’s eye. It is a modern rendition of one of the elements found in the current graphic form of the “Bohemia Crystal” trademark. And for this, the author’s “A” was chosen, designed directly for Crystalex and similar to the symbol above the text evoking the sharp edges of crystal.

But changing the face of the company is only one piece of the puzzle. The new Crystalex is not just about rebranding, but has ambitions to become a co-creator of trends in the glass industry. Since last year, it has been launching product innovations with a story and a specific designer behind them, both in terms of design shapes for drinking glass and a wide range of decorative techniques. He wants to become part of people’s everyday lives and be a means, or rather a tool, of how his products connect people at significant and ordinary moments in life. The aim is to reach out to customers so that they, through demand, push business partners to demand Crystalex products themselves, making it a sought-after brand. The motto that encapsulates these activities can best be summed up as “We want to be modern, not meritorious”.

The introduction of the new visual needs to be clearly and understandably communicated, both to our own employees, who are the driving force behind the changes, and to business partners and end consumers. In particular, the new company website and
e-shop, the social media campaign and the upcoming visitor circuit for organised excursions will be aimed at them.