Končar Home Appliances recently split off from Končar, one of Croatia's largest industrial groups, but kept the Končar name. That meant the brand needed a visual identity that felt more independent and current on its own, without losing the recognition built up over years under Končar. We designed the new system to work consistently across products, packaging, retail spaces and brand communication.

The logotype is built around a simple reference to the product itself. The extended Č forms a frame-like shape that reads as both an appliance and its opening — turning one typographic detail into a recognizable brand element on its own.

Keeping the diacritic on the Č, even in a simplified form, was something the client wanted to hold on to. We found it interesting for a different reason too — that single letter does a lot of work in signalling that this is a Croatian company, without needing any extra context, independent of the history behind the name itself.

Instead of treating the logo as a standalone mark, we built it out into a full visual language that could repeat and adapt across different applications.

Končar's product range is large and varied, so the identity needed to hold up across all of it. We developed typography, colour, layout principles and graphic elements to keep everything feeling connected — while leaving enough flexibility for different product categories and communication needs.

That way, individual pieces feel part of the same brand without needing to look identical.

We also created a custom icon and pictogram system to support product information and day-to-day communication. The icons follow the same visual logic as the identity, so the same language carries through technical information, product features, signage and other customer-facing touchpoints.

The system extends beyond the usual brand materials into physical spaces. Signage and wayfinding are designed as part of the same visual language, so the brand stays recognizable across retail, workplace and other physical environments.

The result is more than a new logo — it's a visual system that can support the brand as its product range and communication needs keep expanding.

It's now being rolled out across the product line, packaging, signage and retail communication, giving Končar Home Appliances a consistent foundation to build on.