{"id":5642,"date":"2024-09-16T08:04:47","date_gmt":"2024-09-16T08:04:47","guid":{"rendered":"https:\/\/www.studiomazzini.si\/univerzal-d-o-o-case\/"},"modified":"2026-04-23T11:53:32","modified_gmt":"2026-04-23T11:53:32","slug":"univerzal-d-o-o-case","status":"publish","type":"post","link":"https:\/\/www.studiomazzini.si\/en\/univerzal-d-o-o-case\/","title":{"rendered":"Univerzal d.o.o."},"content":{"rendered":"\n
\n
<\/div>\n\n\n\n
\n\n\n\n
<\/div>\n\n\n\n
\n
\n
\n

Univerzal, <\/strong><\/h1>\n\n\n\n

\u00bbThe Home of Quality\u00ab<\/p>\n<\/div>\n\n\n\n

Client: <\/strong>Univerzal d.o.o., Novi Sad, Srbija <\/p>\n\n\n\n

Year: <\/strong>2020-2021 <\/p>\n\n\n\n

Proces:<\/strong> workshop, brand strategy, brand design, logo design, brand visual identity design, brand implementation<\/p>\n<\/div>\n\n\n\n

\n
\n

Problem<\/strong><\/p>\n\n\n\n

The initial problem was the inability to register the existing logo in the desired markets, which forced the company to redesign its visual identity at the same time as repositioning the umbrella brand, sub-brands and product lines.<\/p>\n<\/div>\n\n\n\n

\n

Solution<\/strong><\/p>\n\n\n\n

The repositioning of the brand, including the redesigned logo, slogan and visual identity, as well as the sub-branding and product line labelling strategy, represents an upgrade of the original logo with a corresponding semantic upgrade to emphasise the quality of the umbrella brand’s product and service offering.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n

\n
\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n
\n
\n
<\/div>\n\n\n\n
\n

Proces<\/strong><\/p>\n\n\n\n

The creative process of repositioning brands using the Design Thinking method included a wide range of activities including trend and competition analyses, several workshops at the client’s location, the preparation of a marketing strategy with creative starting points for the design of the visual identity, slogan and labelling system for sub-brands, product lines and, in the final phase, packaging and communication materials. <\/p>\n\n\n\n

The creative process resulted in a new logo for the umbrella brand in the form of the letters “Q” with the association to “quality” and the word “universal” in the distinctive yellow-black colour variant of the original logo, the creation of a logic for the product lines and the launch of the “Octopus” brand.<\/p>\n\n\n\n

\n
\n

Original logo<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n<\/div>\n\n\n\n
\n

Redesigned logo<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n<\/div>\n\n\n\n
\n

Logo of the new brand<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n
\n
\n
<\/div>\n\n\n\n
\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
\n
\n
\"\"<\/figure>\n<\/div>\n\n\n\n
\n
\"CARD<\/figure>\n\n\n\n
\"Univerzal<\/figure>\n<\/div>\n<\/div>\n\n\n\n
\n
\"\"<\/figure>\n<\/div>\n\n\n\n
\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/div>\n<\/div>\n\n
\"\"<\/figure>\n\n
\n
\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The company Univerzal from Novi Sad, Serbia, founded in 1987, in more than three decades of existence has outgrown the image of a city bookstore and has become an important player in the market of office, school and leisure products both with a rich offer and with its own brands. However, the image did not follow this, which is why the company faced various restrictions when entering markets outside of Serbia, especially in the markets of the European Union. <\/p>\n","protected":false},"author":1,"featured_media":2320,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[95],"tags":[],"class_list":["post-5642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-en"],"uagb_featured_image_src":{"full":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"thumbnail":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121-150x150.jpg",150,150,true],"medium":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121-300x300.jpg",300,300,true],"medium_large":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"large":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"gs-tiny":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",50,50,false],"xl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"xxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"xxxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"xxxxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"xxxxxl":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"1536x1536":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false],"2048x2048":["https:\/\/www.studiomazzini.si\/wp-content\/uploads\/2022\/09\/Group-1121.jpg",567,567,false]},"uagb_author_info":{"display_name":"W3bStudio","author_link":"https:\/\/www.studiomazzini.si\/en\/author\/w3bstudio\/"},"uagb_comment_info":0,"uagb_excerpt":"The company Univerzal from Novi Sad, Serbia, founded in 1987, in more than three decades of existence has outgrown the image of a city bookstore and has become an important player in the market of office, school and leisure products both with a rich offer and with its own brands. However, the image did not…","_links":{"self":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/posts\/5642","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/comments?post=5642"}],"version-history":[{"count":2,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/posts\/5642\/revisions"}],"predecessor-version":[{"id":8631,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/posts\/5642\/revisions\/8631"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/media\/2320"}],"wp:attachment":[{"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/media?parent=5642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/categories?post=5642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.studiomazzini.si\/en\/wp-json\/wp\/v2\/tags?post=5642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}