COUNTRY BRAND: I FEEL SLOVENIA
A country brand is a powerful marketing tool of modern states. Slovenia has not had one so far. 'I feel Slovenia’ (Slovenijo čutim) is Slovenia’s first overall brand, which will be used consistently and systematically across the government sector, by non-governmental and business organisations, and various associations and individuals in the next few years to promote themselves to foreign visitors, investors and partners in the fields of culture and science, and at international sports events.
The brand summarises the key elements of the country's present identity, expresses a vision of the country, and conveys a symbolic promise. However, merely knowing all these things does not suffice, one has to live it, feel it – through words, sounds, colours, touch, actions and experience. The mission is clear: going forward with nature, which means focusing on organic development, promoting a niche economy, welcoming diversity, and attracting the best technological and human potential. Slovenia is a diverse country occupying a small area with pristine nature, diverse culture, rich history and enviable quality of life.
'Slovenian green' is the dominant colour in the logo. It refers to natural balance and the calm diligence of Slovenes. One can feel Slovenia through the smell of the forest, the rushing of a creek, the fresh taste of water and the softness of wood...
The brand tells a story of Slovenes who work passionately for what they care about. Slovenes are similar to other nations in many respects; however, they are also different in many ways. One of the differences is their language, which is spoken by just over two million people. However, most Slovenes can speak several foreign languages.
One of distinct features of the Slovenian national character is their decided individualism; however, at the same time Slovenes have a deep sense of belonging to their society, country and, naturally, the family; this also extends to feelings attached to the local environment. At the same time, they are open to good things from elsewhere, good ideas, good people and, consequently, diversity, which is one of conditions for a secure future.
In 2006, the Government Communication Office posted an anonymous competition for the design of a new logo and slogan of Slovenia. The expert jury selected the winning idea solution, the slogan “I feel Slovenia”. Subsequently, the Government Communication Office also gained a graphic image for the slogan. The Slovenia brand was developed and designed in 2007.