Varakļāni
visual identity

Gaišiem būt un varēt! — To shine and to achieve!

This is the new motto of the town and municipality of Varakļāni. Together with the core elements of the municipality’s visual identity, it was unanimously approved at the Varakļāni Municipal Council meeting on 26 January 2023.

The idea of developing a shared visual identity for the town and municipality came from municipal councillor Viktors Vilkaušs. A working group was established in 2022 to define the brand’s core values and provide a basis for consistent visual communication. Its members were councillor Viktors Vilkaušs, Līna Nagle, Chair of the council’s Social, Education and Culture Committee, and Anete Urka, a local entrepreneur with extensive experience in brand management. SIA “STARIS” was contracted to develop the core visual elements, represented in the project by Māris Staris. Under his direction, visual identities have been developed for well-known brands in Latvia including Origo, Amber Beverage Group, Abavas, Linstow Baltic and Aerodium.

Interviews with different groups of residents — entrepreneurs, young people, cultural workers and community activists — identified the values most important to local people and gathered visions for the municipality’s development.

The Varakļāni visual identity system was created to express the place’s values and development priorities through design, producing attractive, thoughtful and consistent communication for the town and municipality.

The new motto — “Gaišiem būt un varēt”, or “To shine and to achieve” — affirms the abilities, determination and ambition of local people, demonstrated through their work and achievements. The logo is based on Varakļāni’s location at the meeting point of three important roads: towards Madona, Rēzekne and Jēkabpils. Alongside this advantageous location, Varakļāni’s place in history has been shaped by accomplished, educated people in many professions, working locally and beyond. The graphic logo represents the strategic location while forming rays from the letter V, spreading out from Varakļāni’s centre to symbolise the radiance of local talent and good work.

The logo uses two colours — copper and earth / bread brown — to represent the values of the municipality and its people, the glow of achievement and historical heritage, and the strength and fertility of the land.

To support the introduction of the new motto and brand into everyday life, Varakļāni Municipality developed standards and rules for using the visual identity.

This historical press material retains the municipal names used at the time and describes the situation in 2023. English translation for this website; the linked original is in Latvian.