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Kazimierz Dolny LOGO

The logo of Kazimierz Dolny was designed by Jarosław Koziara. The author of the mark has a vast experience in creating visual identity and illustrations. He is the author of a few hundred album covers, illustrations for books, posters and graphic marks. He has been working with VooVoo band for several years now. Jarosław Koziara is also the creator of the logo of the event associated with Kazimierz Dolny – Film and Art Festival TWO RIVERSIDES.

The graphic mark of Kazimierz Dolny is framed in a square, which symbolizes a frame of a painting and refers to the painting tradition of the town. The logo is not an illustration, but a synthesis of architectural design typical of the town. It depicts a tenement house in the centre of the image and parts of the adjacent buildings on both sides of the house. This layout also refers to art – it symbolizes medieval altarpieces (in this case, a triptych with two open side panels).

How does the logo of Kazimierz Dolny reflect the strategic message of the town brand – INITIATION? The logo conveys the message by making a symbolical reference to levels of initiation, which are necessary to fully understand and get to know the town.

The first (bottom) level of the arcade, literally the “ground” level, symbolizes the most common associations and perception of the town on the plane of tourist perception (noisy streets, restaurants brimming with life, cosy cafes, enchanting shops and stalls, a perfect place for spending leisure time).

The second (middle) level of windows symbolizes an individual’s permanent presence in the town, living in Kazimierz Dolny, getting to know its nooks and crannies, wandering around its backstreets, learning new dimensions of living here, getting familiar with people and places.

The third (upper) level of the attic denotes the fullest, often extrasensory and higher cognition of the town, which one experiences through artistic, spiritual and mystical perception. The shape of the attic reminds one of the Eye of Providence, which enhances the sense of mystery. The roofline and the shape of the houses resemble a simplified crown, which is a symbolical reference to King Casimir III the Great.

The culminating point and key element of the logo is a small white dot in the attic of the tenement house (the only distinctive element of the logo owing to its colour), which symbolizes a skylight through which we “enter” the town, discover its deepest secrets and experience the long-lasting and unchanging values which contribute to the character of Kazimierz Dolny. The initiation occurs metaphorically through this minute, but intriguing spot.

The rays of light emanating from above the houses symbolize the magical aura of Kazimierz Dolny. The illuminated sky alludes to the exceptional, almost Mediterranean atmosphere of the town. The colour used in the logo – gold – not only imitates light, but also commemorates the episode in the town’s history when it was a royal city.

The logo was deliberately designed with irregular, free shapes, which refer to the specificity of the town and the local architecture, where everything is very picturesque, one-of-a-kind, and difficult to categorize as purely classical or schematic.

The font used in the logo resembles old, Renaissance writing, and by decreasing font size in “Dolny,” the author gave the logo its modern character.

The colours used in the logo are black, gold and white (in the previously mentioned white dot). Using the mark on black background and in horizontal layout it also permitted (the varieties are shown in the file below).

The promotional mark (logo) of Kazimierz Dolny has been adopted by a resolution of the Town Council in Kazimierz Dolny.

 

STRATEGY OF SUSTAINED DEVELOPMENT OF THE TOWN AND COMMUNE OF KAZIMIERZ DOLNY developed in 2008.

Strategy of local development is a tool aimed to support planning and management in those areas of activity, which fall within the competencies of the local (commune) government. The know-how, knowledge, experience and skills of people living and working in Kazimierz Dolny every day have been used when drafting this document. The Strategy is a long-term document which outlines the general direction of the commune’s activity and presents the methods and tools which should be used for its implementation. The period of this Strategy covers the years 2008-2020. The purpose of the Strategy of Sustained Development is to pinpoint the critical areas that require support to accelerate the social and economic development of the commune. The Strategy assumes that, as a result of performance of the planned actions, in 2020 the Kazimierz Dolny Commune shall be: a commune attractive to tourists, making the most of its favourable location in the Gorge of the Vistula and protected areas; a commune of modern farming and agriculture, using its potential to provide high-quality produce; a commune attractive to the locals, who can live a peaceful and happy life in clean environment and amongst scenic landscapes; a commune with well-developed local economy, offering more workplaces; a commune with a recognizable brand of the town of Kazimierz Dolny, both in Poland and in the world; a commune administered and managed in accordance with the principles of partnership and taking into consideration the opinions of the local residents.

The primary goal (mission) of the Strategy: the Kazimierz Dolny Commune – an exceptional place, located in the Gorge of the Vistula, with diverse landscapes and breathtaking natural beauty, rich history, unique architecture and art, which offers tourists, artists and locals unforgettable experiences, serenity and opportunities for active recreation.

Strategic objectives: 1. Increasing investment attractiveness and economic development by developing basic infrastructure. 2. Developing local economy based on the environmental and cultural potential. 3. Developing human resources and ensuring social security. 4. Administering and managing the commune in an appropriate manner.

 

Town brand. The strength of the brand of Kazimierz Dolny is its intangible emotional value. Kazimierz Dolny strives to be a town of art and culture, to attract people sensitive to beauty and to trigger this sensitivity in others.

 

Experts’ opinions on the brand of the town

Grzegorz Kiszluk, “Brief” magazine: Kazimierz Dolny is a warm, positive, sentimental brand, closely associated with art. When it comes to towns of its size in Poland, it is probably the one which conjures up the best associations. And when it comes to European cities, when I think of Kazimierz Dolny, I associate it with small towns somewhere in the southern France or Italy, where time goes by very slowly, and this somnolent pace of life is something we long for in our big cities.

Adam Mikołajczyk, President of the Board of Directors of the European Place Marketing Institute: Kazimierz Dolny has this unique atmosphere which is a combination of cultural events, natural beauty and scenic location. It would be impossible for a large city to have this exceptional mood and magical atmosphere. The charm and climate of Kazimierz Dolny are its greatest assets.

Mirosław Boruc, President of the Polish Brand Institute: Brand is something that slightly improves, enriches and ennobles the world, and Kazimierz Dolny undoubtedly does that, because a regular person always leaves this town somewhat uplifted and spiritual, knowing that he or she has experienced something cool and has learned that one can live his or her life differently.

Kazimierz Dolny doesn’t need to promote the town – it needs to promote the brand of the town.

Jacek Pogorzelski, Brand Management Expert: Kazimierz Dolny is a brand, a privileged place, as it has many assets other towns don’t have. It is a wonderfully atmospheric place with interesting sites, famous for its unmatched cuisine. My friends who live in Lublin come to Kazimierz Dolny just to dine there. (...) Kazimierz Dolny should be an exceptional brand, it should dazzle the tourists with its so-called “Kazimierzness” – something you cannot find or experience anywhere else.

Piotr Franaszek, Director of the Promotion and Tourism Department of the Marshal’s Office in Lublin: The brand of Kazimierz Dolny can be definitely threatened by the mass commercialization; therefore, it is crucial to care about the quality of the town’s offer, so that people can really encounter art there, feel the unique atmosphere of that place, as these are the true showpieces and characteristics of the brand of Kazimierz Dolny. This artistic, sensual mood of the town... For me, Kazimierz Dolny is a unique gem which combines architecture and nature, the scent of sandy stones and old timber; you can fall into a pensive mood in the synagogue or meet the local folk artists there... I think Kazimierz Dolny is simply inimitable and unrivalled. It is seen as the showpiece of the Lublin region, along with Zamość, which is a town placed on UNESCO’s prestigious World Heritage List.

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