GLJZ

Zagreb City Pharmacies carry a tradition that traces back to 1355 — making the institution one of the oldest pharmacy networks in this part of Europe. With that kind of heritage comes a particular responsibility: a visual identity must simultaneously reflect centuries of trust and be ready for the demands of modern communication — in physical pharmacies, in digital spaces, and at every point of contact with patients and customers.

The starting point was clear: a generic Asclepius rod was not enough for an institution of this stature. Too generic, lacking personality, and saying nothing specific about GLJZ. We decided to keep what worked — the teal colour and the medical cross — but to transform them into something unmistakably their own. The solution lies in the negative space within the teal cross. That space is shaped by two "speech bubbles" in mutual interaction — a visual metaphor for the advice and communication that are at the heart of pharmacy service. And simultaneously, the same negative space reads as the letter Z — for Zagreb, for GLJZ, for the city that has been home to this institution for over six centuries. One symbol, three readings. A logo that works at two metres and at twenty. From that foundation, we developed a comprehensive system covering corporate stationery, promotional materials, vehicle fleet, uniforms, and physical interventions in interior and exterior spaces — including illuminated signage. Alongside GLJZ, we also created the visual identity for the sister company Zagreb Galenic Laboratory — Zagrebgal, aligned with the parent brand but with its own distinct character.

A modern, recognisable, and easily applicable identity that gives an institution with centuries of tradition a visual voice worthy of its standing. A system that enables staff and communication teams to apply it quickly and consistently across all situations — from new product packaging to digital channels.