Hum
Town research
The smallest town in the world located on the Istrian peninsula of Croatia Hum is the Guinness World Record holder for the smallest town in the world according to the statistics Hum’s population in 2014 was 25 people every person in Hum has a profession there, for example: a mayor, a postman, a doctor, a judge and others most people in Hum are relatives to each other
2 streets and 20 houses Hum is a city-fortress Hum’s castle was built in 11th century the appearance of the town hasn’t changed over the years
The uniqueness of Hum people astoundingly combine old traditions in a modern society respect and love their traditions try to put the part of their culture in every object
National costume for women – a blouse, a skirt or a dress for men – a shirt, trousers, a vest clothes were lavishly decorated with lace, ribbon and ornament Croats always wear their traditional costumes on holidays even in the modern clothes there are some elements of the national costume
Aim of the branding concept
Tourism and loyalty to emphasize the uniqueness of the town to make a home atmosphere to attract tourists from all over the world to create the identity elements to organize a group tourism not to turn town into a mega popular place
Branding elements
Characters modeling the images are based on the photographes of Croatian people every character has a profession, hobby and interests every character is put in a square 4 colors are used in every icon: black, white and 2 additional colors from the palette of the branding colors
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profession
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FABIAN PAVLOVIĆ
DAJANA KOVAČ
Mayor
Waitress
DMITAR PAVLOVIĆ Doctor
KLAUDIA ŠTEFAN Apartments owner
LOVRENCO KOVAČ Cook
PETAR KOVAČ
EMMA KOVAČ
Archbishop
PAVLE PAVLOVIĆ
Seller
HENRIC PAVLOVIĆ Postman
Judge
AGATA KOVAČ Curator
Logotype of the town town’s name is put in a square town’s name can be used without a square a logotype square can have any color from the palette of the branding colors town’s name which is put in a square must have only white color
Branding colors
Red CMYK: 17/100/89/7 RGB: 192/32/48
Green CMYK: 43/5/84/0 RGB: 157/195/89
Yellow CMYK: 0/20/68/0 RGB: 255/206/107
White CMYK: 0/0/0/0 RGB: 225/225/225
Dark Blue CMYK: 79/67/0/0 RGB: 76/98/173
Black CMYK: 0/0/0/100 RGB: 0/0/0
Logo don'ts don’t change the town’s name inside the square don’t use another shape for logo except square don’t change the distance between letters don’t stretch the logo don’t put letters vertically don’t use other colors except branding colors
1,874 mm
Logo construction
Minimum 5, 316 mm
Minimum 15 mm
the height of the town’s name is 1/8 from the height of square
the minimum width of the town’s name is 5,316 mm, height – 1,874 mm
1 unit
the minimum width of the square is 15 mm
8 units
the town’s name must be placed strictly in the center of the square
When to use logo logo can be put in any of 4th angles logo can also be placed in the center don’t put logo somewhere else on the paper don’t cut the part of the logo don’t use both variants of logo at the same time don’t use logo more than once don’t separate letters of logo don’t use only one letter from the logo
Branding pattern The truth of the locals Granny's cakes are always the most delecious. (Bakini kolači su najslađi).
Cows produce more milk if they listen to Mozart. (Krave proizvode više mlijeka ako slušaju Mozarta).
Best biska is made with the leaves of imela. (Najbolja biska je napravljena od listova imele).
The smaller city is the faster rumours spread. (Šta je manji grad glasine se brže šire).
Icons of attractions
The system of icons icons of attractions icons of production icons of actions
Icons of production
Cheese
Spice
Honey
Wine
Bread
To kiss
To drink
To listen
To look
To keep quiet
Wi–fi
Pointer
Do not photo!
Do not touch!
Do not smoke!
Icons of actions
Olives
Visualization of the branding
Town navigation icons of attractions icons of actions
A pointer to the Glagolitic Alley
A pointer to the museum
A pointer to the tavern
Post office
Icons of actions
Hum guidebook booklet magnifier
Hum souvenirs grocery bags pillowcase crazy quilt kitchen potholders mugs kitchen towel magnets brooches stamps postcards
Pillowcase Grocery bag
Crazy quilt Kitchen potholders
Crazy quilt Kitchen potholders
Mugs
Kitchen towel
Brooches Magnets
Stamps Post envelope
Postcards
Town documentation business cards blanks envelopes branding stickers
Business card, front and back sides
Documentation
Social networks page on facebook
Products packaging
Town production wine honey cheese brandy truffles spice jerked beef bakery products
Packing materials kraft paper food paper twine home-made stamp
Pattern in the packaging the truth of locals
The label for a red wine
The label for a white wine
The packaging for wine
The packaging for an olive oil
Kraft packaging for mailing
Kraft packaging for products
The label for honey
The labels for spice
The production
Hvala!