Recently Bulgaria revealed new branding for tourism promotion. The new logo and slogan (“A Discovery to Share”) are to be used starting this fall in all promotional materials. But it is not as simple as that it seems, as the new identity is now criticized and the bid is now referred to the Prosecutor’s Office on suspicions of conflict on interests, Novinite.com reports.
Under scrutiny is the role of Alexandra Lang, the marketing and advertisement advisor of Traicho Traikov, former Economy, Energy and Tourism Minister who’s team organized the bid. After Traikov’s dismissal Lang was dismissed from the post, but she continued her work for the project. Lang denied the allegations saying that she was indeed involved in the project, but that she worked with the hired firm and her own business wasn’t involved.
“The logo is a small part of the project. This was not a bid for a logo, but for the creation, implementation and positioning of a new integrated brand. The logo is only the visible part of the project, competing for tourists from all over the world. It is the emotional connection between the business and the customers. Usually any such innovation is met with opposition and much courage is needed to not succumb,” Lang is quoted saying.
What’s interesting is that it is very likely that for the now-winning bidder to have to announce a new procedure and provide the necessary money for the new winner. The new projects will have to take in considerations the results of the researches conducted for this first concept.
I must admit that I could say this situation is funny in a way. I saw a similar situation in Romania, not long ago, when the identity was presented and then allegations of a copied logo appeared as well as many designers and specialists arguing that the elements selected for the logo don’t capture the true essence of Romania.
In what Bulgaria’s new logo is concerned, there are also designers who think that the team used did a poor job, as tourism expert Rumen Draganov says. He argued that the team didn’t manage to attract the countries top designers into this project, and sees this as a sign of corruption and that the bid should be annulled. He doesn’t agree with the overall strategy, considering that it is a mistake to only promote private properties and not State-owned natural sites.