Inspired by the Lines of an Icon

Sava Centar Rebranding Proposal

MICE

Domino Communications

Logo Design / Branding / Advertising

In collaboration with Domino Communications, we developed a comprehensive rebranding proposal for Sava Centar, one of the most important congress, cultural, and business venues in Southeast Europe. After more than three decades, the institution required a refreshed visual identity that would honor its rich legacy while positioning it for a new era. Our approach was deeply rooted in the architecture of the building itself. The new identity draws inspiration from the distinctive oblique lines of the Sava Centar facade—one of its most recognizable and iconic features. These geometric forms became the foundation of the logo, visual language, interior branding system, and reopening campaign, creating a direct connection between the brand and the architecture it represents.

The project extended beyond logo design to include environmental graphics, interior applications, communication materials, and a comprehensive advertising campaign created to support the venue's reopening. The goal was to preserve the spirit of a landmark that has hosted generations of international congresses, cultural events, performances, and business gatherings, while introducing a contemporary visual system capable of serving future audiences.

The result is a bold and timeless identity that transforms architectural heritage into a modern brand experience—one that reflects the scale, prestige, and cultural significance of Sava Centar while reinforcing its position as a leading destination for international events. All rights reserved ©Domino Communications