The town has a rich cultural background, and we wanted to show all of these values in the new brand. As the conclusion of the research phase, we decided that we would like to design a complex identity system which is able to reflect all of the important values in a playful but sophisticated way and makes it attractive to the tourists.⁠

During the logo design process we focused on the town’s slogan: “A historical spa town”. We chose the best known elements to create the logo. One is the medieval castle which is located in the heart of the city center, and the other element is the water. It symbolises the excellent thermal spa, the lake near the castle, the rivers around the town and the canal which crosses it.⁠

The colors also emphasise these values. The deep blue reminds us of the water and the brick color evokes the historical buildings. To make it decent and modern, we used a clear, bold font.

Our goal was to integrate the main values of Gyula into the identity. To achieve this, we designed a strict grid system, and reduced the highlighted elements into icons. After that, we arranged these icons and turned them into different patterns to complete the brand. These elements - the icons and patterns -, can be used on different surfaces and the parts of these elements can also work as additional graphical elements. We think that the overall picture has a well-balanced and powerful appearance.⁠