Marke kao suvenir - Poštanska marka kao tvorac vizualnog identiteta države

Stamps as souvenirs - Postage stamps as creators of national visual identity

Ana Hoić, Jana Žiljak Vujić

Sažetak

Poštanske marke su veleposlanici države.One predstavljaju sastavni dio državnog identiteta. Uz himnu, zastavu, grb marke čine temelj kojim se svaka država predstavlja javnosti i svijetu. Može se reći kako poštanska marka svojim dizajnom svijetu predstavlja nacionalnu kulturnu, povijesnu i prirodnu baštinu. Također se može reći da je marka sukreator i podupiratelj pozitivnog imagea i identiteta države. Ovi zaključci govore o velikoj i odgovornoj ulozi koju marke imaju u odnosu na kreiranje i održavanje vizualnog identiteta države. Na bazi stvorenog identiteta razvija se vrijednosna slika o robnoj marci, tvrtki ili državi. Velika je odgovornost održavati i njegovati postavljeni vrijednosni sustav identiteta. Slike koje su sastavnice tog sustava su ujedno motivi poštanskih maraka, a koji su odabrani kako bi složili ukupnu sliku identiteta Hrvatske. Sukladno tom likovnom i marketinškom ključu najbolji motivi iz područja hrvatske kulturne, povijesne i prirodne baštine dizajnirani na markama prikazuju sliku „najboljeg od Hrvatske“. Svaka država u političkom, kulturnom i turističkom smislu želi sebe predstaviti svojim najboljim i tipičnim slikama. Budući da se poštanske marke stalno proizvode, dizajniraju i tiskaju, one iz godine u godinu rade na jačanju turističkog imagea Hrvatske, Može se reći da su marke promotori hrvatske baštine i kao takve rade u službi razvoja hrvatskog turizma. Iz toga slijedi teza o vrijednosti maraka kao suvenira koji na kvalitetan način predstavljaju državu. Marke dizajnirane s tipičnim sličicama iz povijesti, kulture, etnologije i prirodne baštine naše zemlje zaokružuju vrijednosnu i tipičnu sliku cjeline i kao takve su odlični suveniri.

Ključne riječi: poštanska marka, vizualni identitet, grafički sustav, suvenir

Abstract

Stamps are ambassadors of the country. Th ey represent basic elements of national visual identity. Besides national anthem, the emblem and the fl ag, stamps build the visual base that presents every state and nation to the world. It could be said that design of a stamp promotes national cultural, historic and natural heritage. Also a stamp is a creator and a supporter of a positive image and identity of a country. Th ese conclusions speak about a huge and responsible role that postage stamps have in creation and support of a visual identity. On the list of topics that create design of Croatian stamps are: ethnological heritage, religious heritage, architecture and monuments, art, history, culture, nature and science. Design inspired with these motives present national cultural and natural heritage. By designing of stamps we create and promote a positive national image and identity. Th is role in forming and maintaining the visual identity is huge and responsible. On the basis of the created identity develops a picture of values that a country promotes. Stamps are produced from year to year and they continuously work on the strengthening also of the touristic image of Croatia. One could say that the stamps are promoters of national heritage and developers of cultural tourism in Croatia. We can conclude that the value of stamps as souvenirs is a quality promotional material for each nation and country. Th e postage stamps designed with typical images from cultural and natural heritage always encircle the typical picture of one’s values and surely could be used as excellent souvenirs.

Keywords: stamp, visual identity, graphic standard, souvenir

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