Golden Fish

Working for Zlatá rybka is special. We work for an organization that fulfills the dreams of seriously ill children in a wide age range, from 5 to 18 years old. Typography alone is not enough, we needed to build on Rybka’s current artistic direction, which is largely based on illustrations. In our opinion, these are very much represented and form the basis of the new identity. We invited illustrator Václav Havlíček to cooperate. We chose his concept of illustrations because in many ways the character of his drawings meets what we think Rybka’s new visual identity might need: a distinctive illustrated world of characters, things and events around us with a positive touch. The illustrations with a strong artistic charge are not afraid of colors, they are kind, but without sentiment. We are looking for strength within ourselves, we are trying to find a way to speak to children who are going through difficult stages of life with the help of illustrated stories.

The key elements are based on the typographically rendered name of the organization, Golden Fish, with the added symbol of a fish. A number of color variants are designed. It is the wide color palette, together with the illustrations, that is supposed to promote the organization and strengthen its perception towards the public. The colors carry an optimistic and hopeful message: we want to bring joy to both children and their loved ones. The main color is blue, symbolizing water, and gold (yellow), quoting the name of the organization.

The biggest challenge of the whole project was the difficulty of combining the fact that this is work for children who need the help of adults and at the same time we want them to be brave and adults themselves… The Golden Fish team was and is a community of people with an open heart, a sense of understanding and the art of listening. Ultimately, these aspects are transformed into concrete fulfilled children’s wishes with the help of a new visual style.