Czechia's new redesign strategy aims to fight fraud with fonts

The Czech government has approved a standardized visual identity for all state institutions, featuring a new logo with a white two-tailed lion on a red background, Foreign Minister Jan Lipavský announced Wednesday.

The move aims to streamline government communication and reduce the risk of misuse of official visuals by fraudsters. “Currently, each office communicates differently, with varying logos, colors, and styles. This complicates public communication and can foster mistrust,” Lipavský explained at a press conference.

The new identity, developed by designers Studio Najbrt, centers on a red shield with a leaping white lion and a vertical blue stripe. The design incorporates the national tricolor and adheres to heraldic tradition. It is accompanied by a custom font, Czechia Sans.

The visual style was selected through an anonymous and transparent design competition, organized by the Ministry of Foreign Affairs in partnership with the Ministries of Regional Development, Industry and Trade, and the Government Office. A jury of experts and ministry representatives evaluated the submissions.

“One of the main requirements was that the design respect the state’s heraldic symbols while also meeting high standards of modern, sustainable graphic design,” Lipavský said.

The development of the design and accompanying methodology cost CZK 3 million. The new visual identity is scheduled to roll out in April 2026.

Rather than an immediate overhaul, implementation will be gradual. Guidelines will apply to printed materials, websites, official documents, and digital platforms. “It does not mean that all ministries and offices will be rebranded at once. Updates will occur as materials are naturally refreshed,” Lipavský added.

Officials cited examples from other countries, such as the UK, Germany, Sweden, and the Netherlands, where unified public-sector branding has helped streamline communication and increase trust.

According to cabinet documents, the initiative is also expected to yield long-term savings by eliminating the need for each institution to maintain separate graphic manuals.

Studio Najbrt, known for its work in branding and visual design, said the lion symbol “reflects both national identity and the modernity expected from state communication today.”

The visual identity project marks the first comprehensive branding reform for Czech state institutions since the country’s founding.