The Czech Republic is giving itself a new face: the government has approved a uniform visual identity for authorities and ministries. The goal is greater clarity, enhanced trust – and cost savings within the administrative system.
On 16 July 2025, the Czech government adopted a new standardised visual identity for the state administration. The reform aims to harmonise the previously inconsistent external presentation of institutions, improve communication with citizens, and strengthen trust in public bodies.
At present, 31 central administrative authorities operate in the Czech Republic, each with its own logo, colour scheme and communication style. In future, a consistent visual system will apply to all institutions – covering everything from logos and typography to document layouts and official websites.
‘For the first time in history, the Czech state will have a clear and recognisable face – across all ministries and agencies. At present, each authority communicates differently. This is confusing and, at times, misleading. The new visual style will bring clarity and structure,’ emphasised Prime Minister Petr Fiala. In addition, standardisation is expected to generate noticeable savings within the administrative apparatus.
The basis for the new design is the small state coat of arms, in which the two-tailed white (or silver) lion plays a central role as a historic symbol of Czech statehood. An independent advisory board explained that this approach is the most appropriate solution, both in heraldic terms and from a practical standpoint.
But the new visual style is not intended solely for domestic impact. Foreign Minister Jan Lipavský, whose ministry coordinated the project, highlighted its importance for the country’s image abroad: ‘Imagine a foreign partner dealing with five different Czech institutions – and each one looks different. That creates confusion and undermines confidence. A consistent visual identity is a fundamental requirement of modern diplomacy and international branding today.’
Uniform government design systems have long been standard in Western democracies – for example, in the United Kingdom, Sweden, the Netherlands and Germany. With its new visual concept, the Czech Republic joins this group and strengthens its presence on the international stage.
The new concept comprises not only a logo, but also a comprehensive set of guidelines for official print materials, digital applications, and online communications. It complements existing initiatives such as the standardisation of government web content under the domain gov.cz and the development of centralised design systems across public administration.
‘A uniform visual identity is far more than just design. It is a vital step towards a state that presents itself as cohesive, trustworthy and modern – both at home and internationally,’ concluded Foreign Minister Lipavský.
