Why a decision was taken in 2014 to develop the logo for Poland? Whose initiative was it to introduce the Logo for Poland? What was the purpose?
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1 POLSKA.SPRING INTO NEW. FAQ Why a decision was taken in 2014 to develop the logo for Poland? Whose initiative was it to introduce the Logo for Poland? What was the purpose? Who may use the chosen logo? How much may Poland gain from the introduction of a single Logo? How will the Logo for Poland be chosen? How long will the poll take? Why was a spring chosen as the main theme of the Poland s logo? Is each Pole allowed to use the new logo? Are Poles having their own businesses abroad also allowed to use the Logo? Was a tender announced for the development of the Logo for Poland? What was the cost of designing and creating the logo for Poland? How may one use the Logo? Is the use of the Logo for Poland paid? Who owns the rights to the Logo? Does the Logo for Poland mean that my institution must resign from its own Logo? What does the Marka dla Polski ( Brand for Poland ) Foundation do? How will the new Logo help public entities in their foreign activities, promotion of the region etc.? Why is the Logo founded as a whole by private entities? For what private companies be allowed to use the Logo? Is it possible to use the Logo for promotion of a given region/city/product abroad? On what terms is the Logo co-founded? After payment for creation of Logo, who will be the formal owner? page 1
2 Why a decision was taken in 2014 to develop the logo for Poland? In the year 2014, we celebrate three anniversaries related to historical events of key importance for Poland: the 25th anniversary of the recovery of independence, the 15th anniversary of joining NATO and the 10th anniversary of the European Union accession. It is a good time to sum up the achievements of our country, relating in particular to the recovery of sovereignty by the countries of Central and Eastern Europe, but also to reflect on the future. It is worth considering also the perception of Poland in the eyes of the inhabitants of other countries. Whose initiative was it to introduce the Logo for Poland? What was the purpose? The Poland s Promotion Board at the Ministry of Foreign Affairs, in co-operation with advisors affiliated at the Association of Marketing Communication SAR, were the initiators of the project. Its long-term objective is to adopt a coherent visual identity of our country to be used by all stakeholders (including private companies, NGOs, state-owned companies and governmental institutions). Who may use the chosen logo? Entities entitled to use the Logo for FREE include public and state-owned entities, associations and foundations, regardless of the profile of their business activities, natural persons, legal persons, organisational units without legal personality but having the entrepreneur status under the Polish law, registered in the Republic of Poland. They need to act accordingly with the Regulations granted by the concrete government body which will managed all topics related with the Logo. How much may Poland gain from the introduction of a single Logo? The prosperity of our country is largely dependent on its economic development. This development in each field: economic, civic, political, educational or cultural, may be more robust owing to the possession of a brand POLAND and good reputation, which is largely dependent on effective communication and consistent visual identification. The introduction of a single logo will be of key importance for the process of building a positive image and associations with Poland and Poles. How will the Logo for Poland be chosen? One out of three proposed Logos will be chosen on the website In order to vote, one simply needs to click on one of the logos. Persons without access to the Internet may send the application form to the address: Association of Marketing Communication SAR, ul. Czerska 8/10, Warszawa. One may obtain the form by contacting the Association of Marketing Communication SAR. All Poles with Polish citizenship (living in Poland and abroad) may participate in the Logo poll. How long will the poll take? The common nationwide poll on the Logo started on 14 October and will last until 28 October of this year. page 2
3 Why was a spring chosen as the main theme of the Poland s logo? The logo (the creative line in the form of a spring) is the culmination of work on the idea of the brand for Poland referred to as the Creative Tension. This concept was build more than 10 years ago by Wally Olins, one of the most prominent world experts in the area of brands for countries and cities. The symbolism of a spring fully expresses our latent energy. Our wayward, but at the same time constructive, approach to the world. The more we, as a nation, were overwhelmed, the more energy we had, the stronger we became and the more dynamically we acted. We are in a state of tension which releases energy and stimulates us to act - just like a spring. Poles have always tried to achieve what was seemingly impossible - and they were often successful. Poland provides new energy, fresh ideas, experience and engagement. Is each Pole allowed to use the new logo? Each Pole is allowed to use the new logo for Poland. They need to sign the Regulations and obtain a free licence as a prerequisite. The licence for the use of the logo is granted by target trustee. Are Poles having their own businesses abroad also allowed to use the Logo? According with the regulations prepared by the target trustee Was a tender announced for the development of the Logo for Poland? As a private entity, the entrepreneurs affiliated at the Association of Marketing Communication SAR chose to continue the work completed at the request of KIG by Saffron Brand Consultants of Wally Olins. The contractor was selected because of its extensive experience and references. Considering the input of Saffron Brand Consultants in the branding of many countries and cities, including the visual identification of Spain, Portugal, it was a natural and the best choice. What was the cost of designing and creating the logo for Poland? The comprehensive development of the logo design for the country along with the Brand book by the most valued and recognised worldwide branding agencies ranges from 200 thousand to 500 thousand euros. Obtaining all rights to the logo for Poland cost 220 thousand euros, including the Brand book and the strategic document. It has to be noted that the full cost was incurred by private founders the Polish state has not committed any funds. How may one use the Logo? The intention of the Organizers is give chance for every Pole to use the new Polish Logo. Condition will be signing the Regulations, prepared by the target trustee. All users are allowed to use the Logo: on letterhead, corporate letters, footer; on packaging of products beside other marks owned by the User; on websites; in advertising and promotion of own products and services. page 3
4 All activities involving the use of the Logo for strictly commercial purposes are prohibited. In particular, merchandising of products bearing the Logo is prohibited, i.e. production and trade in goods or provision of services where the Logo is the only differentiating mark. Is the use of the Logo for Poland paid? The User is allowed to use the Logo on the basis of a free and non-exclusive licence without any territorial limitations, to the extent and on terms set out in the trustee Regulations. Who owns the rights to the Logo? All rights to the Logo are owned by the Association of Marketing Communication SAR. From the very beginning, it was the intention of the Association to make this Logo the future official Logo for Poland in our country s promotional activities. Therefore, it will be transferred free of charge to the State Treasury. Does the Logo for Poland mean that my institution must resign from its own Logo? The purpose of the Logo is to make the visual identification of all Polish private and public entities more consistent, but each of them may keep its own symbol. What does the Marka dla Polski ( Brand for Poland ) Foundation do? It will popularize and educate Logo-related activities. The objectives of the Foundation include: 1. creating a coherent visual identification of Poland; 2. gathering business entities, non-governmental organisations and politicians around the foundation s idea; 3. supporting the Polish entrepreneurs in their image-related efforts (in Poland and abroad); 4. actions affecting the Poland positive image abroad; 5. building trustworthy of Poland as reliable business partner; 6. creating positive attitudes towards Poland including the Polish economy and culture; How will the new Logo help public entities in their foreign activities, promotion of the region etc.? Owing to the Logo, the public entities will obtain for the first time a chance of gaining a common visual identification. It will improve the perception of Poland worldwide owing to the prestige and connotations with the brand and the spring theme. Communication in foreign markets, bearing a single logo, will have an identified sender, an element which was missing in other campaigns launched in the past. It deprived us of the chance to create and build a unified communication enhancing the reputation of the brand - the country. page 4
5 Why is the Logo founded as a whole by private entities? Approved by Council of Promotion Rules of Communication Polish Brand assumed to rely on strategic documents created in last 10 years in government bodies, including document Creative Tension made by Wally Olins for KIG. Entrepreneurs associated in SKM SAR have undertaken responsibility purchase approved by the Council of Promotion of Polish graphic line character, because it is the most effective way of completing launched in 2004, work on the branding of the country. It is a social business initiative seeing the need for uniform branding identification of Poland in communication, which, so far has been failed implement. For what private companies be allowed to use the Logo? Intention of giving our country a single Logo is to accelerate the economic development and brands export potential. It will be possible when, for example, main exporters and leading Polish brands will be able to use a consistent visual communication of our country, improving their perception. The basis for building a strong brand of the country is the association with strong brands of products, cities, regions, people and cultural events. Is it possible to use the Logo for promotion of a given region/city/product abroad? The Logo will create connotations between a given region or a local product and the Poland Brand. Thus, it will contribute to their positive perception as representing high quality and all assumptions relating to the symbolism of a spring. On what terms is the Logo co-founded? The Association of Marketing Communication SAR will pay for the Logo in the first phase. The Association agreed to fund-raising initiative in which KIG entrepreneurs organisations, Lewiatan and Pracodawcy RP (Employers of Poland). After payment for creation of Logo, who will be the formal owner? Entrepreneurs going to transmit them free of charge to the Treasury. page 5
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