A new logo was developed to mark the establishment of Končar Home Appliances as an independent brand, retaining a connection with the parent brand while creating a distinct identity. As the logo was required to remain entirely typographic, without additional graphic elements, the solution is based on a minimal yet conceptually significant intervention.

One of the key requirements was to preserve the straight line above the letter “č” as a recognisable link to Končar’s existing logo. By adding a square form, the diacritical mark was subtly transformed into a reference to a washing machine.

The intervention simultaneously communicates the product category and the brand’s Croatian origin. The letter “č”, a distinctive character of the Croatian alphabet, becomes a carrier of identity, while the washing-machine reference clearly indicates the field of household appliances.

The solution was extended into a complete system of pictograms for different product categories, as well as signage and additional icons intended for internal use within the company building.