In the media · Stars newspaper
Varakļāni’s symbols and visual identity must also be preserved
English translation of the article republished from the 9 October issue of Stars. Publication on eStars.lv ↗
FacebookIn September, Madona Municipality invited residents to share their views on draft binding regulations concerning the municipality’s symbols and visual identity elements.
The binding regulations describe Madona Municipality’s official symbols — municipal, town and parish coats of arms and flags, and the municipal pennant — and visual identity elements, including its logo, slogan, colours, typefaces, pictograms and other identities used by municipal institutions, areas and events. They set out usage procedures, cases where third parties need municipal permission, the procedure for obtaining permission for commercial use, and prohibited uses. Within the newly formed municipality, Varakļāni’s town symbols and visual identity are to be used alongside those of Madona Municipality. Neither Madona Municipality nor the former Varakļāni Municipality had previously issued binding regulations governing such use, so a new, unified framework is being developed for the whole municipality.
Having reviewed the draft regulations, Varakļānu attīstībai submitted its position, objections and proposals.
“Varakļāni’s identity must not be hidden behind the words ‘other visual identity’. Madona Municipality’s explanatory statement correctly says that the new municipality must also preserve Varakļāni’s symbols and visual identity. Yet in the draft regulations themselves, the name Varakļāni no longer appears in relation to visual identity. Our logo, the motto ‘Gaišiem būt un varēt!’, colours, graphic elements and brand guidelines are hidden under the generic term ‘other visual identities’.
We believe that is not enough. If we truly want to preserve Varakļāni’s identity, the regulations must name it explicitly and make clear that it cannot be altered arbitrarily or used commercially without municipal permission. Varakļānu attīstībai has therefore submitted specific proposals to Madona Municipality. Varakļāni is not ‘another identity’. Varakļāni is Varakļāni,” says association board member Viktors Vilkaušs.
Varakļāni’s visual identity was approved by a Varakļāni Municipal Council decision on 26 January 2023, and its usage principles are defined in the brand guidelines. It is more than a single mark or logo. The identity comprises connected elements: the logo, the motto “Gaišiem būt un varēt!”, colour palette, typefaces, graphic elements, pictograms, patterns, composition principles, logo variations and other elements defined in the guidelines. The association wants this identity to be preserved after the administrative reform as a coherent, clearly identifiable and protectable whole.
“The association particularly supports the principle clearly stated in the explanatory statement: following the merger of Madona and Varakļāni municipalities, Varakļāni’s town symbols and visual identity should be used alongside those of Madona Municipality within the new administrative area. In our view, however, the operative provisions of the draft do not establish this principle directly and unambiguously enough. Varakļāni’s visual identity is not named separately; instead, it is effectively included under the general term ‘other visual identities and their elements’ in section 4.3. This wording does not provide sufficient legal certainty about its content, scope, continuity or applicable usage guidelines,” the association’s representatives emphasised.
The association submitted several objections and proposals. These include explicitly defining Varakļāni’s visual identity in the regulations and linking it directly to the brand guidelines approved in 2023. In the association’s view, the guidelines and original graphic files intended for use should remain permanently and publicly available on Madona Municipality’s official website, so municipal institutions, associations, businesses and others can understand and verify the requirements equally.
The association also proposes explicitly retaining the prohibition on arbitrary alteration of the identity; clarifying section 12 of the draft; preserving the town’s coat of arms and regulating its use; retaining municipal control over commercial use of the visual identity and clarifying Annex 1; allowing reasonable use in non-commercial local initiatives; and securing continuity while distinguishing the protected identity from the place name itself.
The association explains that these proposals are not intended to give Varakļāni privileged status or separate it from the municipality’s common framework. The aim is to ensure that Madona Municipality’s stated principle of preserving Varakļāni’s symbols and visual identity alongside its own is established just as clearly, unambiguously and practically in the binding regulations themselves. In the association’s view, a general reference to “other visual identities” is insufficient.
“Varakļāni’s visual identity has already been created, approved by the municipality and documented in the brand guidelines. Its legal status and usage framework must therefore be clearly identifiable in the new binding regulations. We specifically ask that the final version unambiguously secure: preservation of the town’s coat of arms as its official symbol; its visual identity as a coherent and protectable whole; application of the 2023 brand guidelines; preservation of the logo, motto, colours, typefaces, graphic elements, pictograms, patterns, composition principles, logo variations and other elements in the guidelines; a prohibition on arbitrary alteration; prior municipal permission for commercial use; changes to the core visual identity only by a Madona Municipal Council decision; and permanent public access to the brand guidelines and original graphic files,” emphasised Viktors Vilkaušs.
This article reflects the situation and opinions at the time of its original publication. English translation of the republished Latvian text; newspaper column breaks have been adapted for online reading.
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