Introduction

‍Zeleznice Srbije (Serbian Railways) is a renowned engineering and technical consulting company located in Serbia's capital. This project involves the redesign of the company's existing logo to modernize its appearance while preserving its authenticity and maintaining the integrity of its brand identity. The goal is to create a logo that is both visually engaging and easily recognizable, while addressing current design challenges.

Project Objective

The primary objective of this project is to redesign the existing Železnice Srbije logo to ensure its adaptability across various media formats, improving its legibility and visual coherence. The redesigned logo will retain the essence of the original while simplifying its form, making it more modern, functional, and user-friendly.

Challenges and Design Issues

1. Logo Shape
   • The current logo is overly complex and difficult to read, limiting its versatility.
   • The redesign will simplify the logo’s shape, focusing on creating a uniform and streamlined design that increases visual interest while ensuring ease of recognition.

1. Color Palette
   • The existing red and blue color combination presents several issues, such as overwhelming contrast, a clash of vibrancy, accessibility concerns (especially for those with color blindness), and emotional ambiguity.
   • The new color palette will address these issues by reducing visual tension and enhancing both legibility and emotional resonance.

Design Approach

1. Logo Shape
   • The Cyrillic capital letter “Ж” will be retained as the primary element of the logo, stylized to represent three parallel rail tracks, symbolizing the company’s core business.
   • The logo will be simplified to a more uniform, modern shape, fitting within an almost perfect square. This will enhance the logo's versatility and ability to scale across different media.
   • The redesign aims to preserve the historical and cultural significance of the original logo while giving it a fresh, modern aesthetic that appeals to contemporary audiences.
2. Color Palette
   • Deep Blue: Retained from the original design, this color embodies trust, professionalism, and stability—values central to the brand’s identity.
   • Dark Gray: Chosen as a calming backdrop, it complements the blue while reducing visual strain.
   • White: Used for contrast, improving clarity and freshness, enhancing overall readability and aesthetic appeal.

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Project Deliverables

• Logo Redesign: A simplified and modernized logo, including a detailed vector file in various formats (AI, SVG, PNG, JPG).
• Brand Guidelines: A document outlining the new logo’s usage, color palette, typography, and any specific design rules for consistency across media.

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