The competition was organized by Czechdesign.

The goal of the new unified visual style was to create a NEW LOGO FOR THE TOWN that reflects the life of the Zlaté Hory residents and represents Zlaté Hory as it truly is—distinctive, rugged, and full of unique character. The task was to develop a CONCEPT that would be easily identifiable and, most importantly, distinct from other towns.

The key element of the entire concept is the abstraction of wrinkles, which vividly reflects the town’s specific ruggedness and unique atmosphere. The stylized representation of wrinkles creates not only a visual connection to the rich gold mines that formed the historical backbone of the town but also emphasizes its vast expanse.

The town's visual communication is complemented by the slogan:
„Shining in Every Direction.”. This phrase symbolizes the strength and uniqueness of the town as a whole while directly referencing the expansive nature of Zlaté Hory.

The phrase "Shining…" can be followed by any text tailored to the context of the message—it can be FORMAL or PLAYFUL, depending on the desired emotion.
It thus enables engaging communication with both the town's residents and its visitors.